The Swahili tagline of the campaign can be translated as ‘Change is me. You. Us.’ The aim is to spur debate and action around the concept of ‘Ni Sisi’, of how we can all contribute to society, development and our lives. The content is firmly embedded in the reality of people’s lives and challenges each citizen to think about these issues and craft their own solutions to the problems they face.
Kauli mbiu hiyo ya kempeni iliyo katika lugha ya Ki-Swahili inaweza kufasiriwa kama ‘Mabadiliko ni mimi. Ni wewe. Ni sisi.’ Lengo ni kutoa msukumo kwenye midahalo na kuchukua hatua katika dhana hii ya ‘Ni sisi’, kuhusu namna gani tunaweza kutoa mchango kwa jamii, maendeleo na maisha yetu. Yanayozungumzwa kwenye kampeni hiyo yanatokana na hali halisi ya maisha ya watu na kumpa changamoto kila mwananchi ili afikiri kuhusu masuala haya na kujitafutia suluhu kwa matatizo wanayokabiliana nayo.