(Originally published Feb 9 2010)

The display of solidarity and support for Martin Njuma's cause by his friends and family made audiences sit up and pay attention. Picture by Koki Mutua

You may have heard by now about the tragic demise of Martin Njuma, a young Kenya Airways pilot. He succumbed to injuries he sustained after he was attacked by robbers on Uhuru Highway. We feature this story not just because of our sympathy and support for Martin’s family and friends, but also because we were spectacularly impressed by what they have achieved since.

After launching a Facebook group in tribute to him, Martin’s friends organized a peaceful demonstration to protest Nairobi’s growing insecurity. Hundreds of people were made aware of the event via online invites. Then, the organizers took it a step further. They rented a billboard at the Uhuru Highway/Haile Selassie roundabout, and bought space on the digital screen right next to it. Successful PR efforts saw the publishing of Martin’s story in leading newspapers, and coverage on major TV networks prior to the protest. The result? Hundreds of marchers showed up, many dressed in the unmistakable white t-shirts adorned with Martin’s warm face, and a heartfelt appeal to make Nairobi safer. The story, now moving on its own momentum was featured on the Sunday night news and in the Monday newspapers. To date YouTube videos of the coverage have raked up tens of thousands of views.

This is the power of a campaign ran, not from powerful ad agencies and media buying companies, but from a group of concerned, dedicated and passionate individuals, moved by the needless demise of a promising young man. It is amazing what his family and friends have done to make so many people aware of the needless death of so many individuals. Now, the Internal Security Ministry and the Kenya Police have been prodded into action. Continuous patrols on the highway have been promised. Martin Njuma has been on the lips of thousands of Nairobians, now concerned and aware and empowered. The change has began. The results are visible and tangible. And if this, as one protester said, is just the genesis of the movement in Martin’s honor, then the ad industry should watch and learn what great things can be achieved when advertising is carried out from the heart.

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