The Association of Women in Agriculture Kenya (AWAK) is actively fostering male champions in Kitui and Mombasa Counties through targeted engagement of men and boys. This initiative aims to raise awareness and drive the adoption of care-friendly policies for unpaid care and domestic work (UCDW), recognizing that the full empowerment of women in communities hinges on men’s active participation in this transformative change.

During the International Women’s Day 2025 celebrations, AWAK organized special forums exclusively for men and boys in both Kitui and Mombasa counties. These discussions focused on how everyone at the household level can contribute to recognizing, redistributing, and reducing the UCDW burden.

Mombasa: Influential leaders dialogue on shifting narratives

In Mombasa, AWAK convened a roundtable discussion with 20 influential male leaders, including faith leaders, local administrators, community leaders, public transport leaders, and youth leaders. Over a shared meal, they engaged in a robust dialogue about long-standing ideas that often hinder women’s progress. The discussion explored how stereotypes, social norms, and patriarchal structures can limit women’s and girls’ ability to participate in economic activities and achieve economic empowerment. A key outcome was a collective commitment to becoming champions of change, working to shift these narratives at the community level.

Kitui: Practical demonstrations and public awareness

In Kitui, at the ABC Church, men demonstrated their commitment to gender equality through practical actions. They took charge of cooking, serving, and cleaning up — tasks traditionally performed by women. This hands-on experience provided a powerful opportunity for them to recognize the daily work women undertake and to understand how UCDW can be more equitably redistributed and reduced.

Further amplifying their message, the men participated in an entertaining football match at the Kitui stadium, specifically organized to raise awareness about UCDW. Despite the playful rivalry that saw ‘Real Madrid-Kitui’ emerge victorious over ‘Man United-Kitui’, every player received a gold medal issued by a representative of the county government. The event garnered local media attention, with coverage featured during the sports news segment on County FM.

Showcasing the impact of shared care work

Meanwhile, Ms. Eunice King’oo, a dedicated ‘We-Care’ champion, played an integral role in planning the International Women’s Day 2025 celebration in Kitui County. AWAK also sponsored eleven other ‘We-Care’ champions to attend the celebration in Miambani ward. These champions effectively showcased how the redistribution of care work directly empowers women to produce and sell their own products. They proudly displayed various goods that women are now producing as a direct result of reduced care work burdens, demonstrating the tangible positive changes that occur when care responsibilities are shared equitably.