In a groundbreaking move set to reshape the narrative around animal welfare in Kenya, the Media Council of Kenya (MCK) has entered into a landmark partnership with Brooke East Africa to enhance ethical and professional media coverage of animal-related issues.
Speaking during the signing of the Memorandum of Understanding (MoU), MCK CEO David Omwoyo hailed the agreement as a “vital milestone” in advancing advocacy for animal rights and ethical journalism.
“Animal rights advocacy is a cornerstone of a compassionate society,” said Omwoyo. “We are committed to working with organizations that champion critical, yet often overlooked, issues like animal welfare. It is time the media shifts from human-centric storytelling to include the urgent needs of animals in our communities.”
The partnership comes amid growing concern over the welfare of working animals, particularly donkeys, which play a vital role in rural economies but often suffer neglect and abuse.
Brooke East Africa’s Regional Director, Dr. Raphael Kinoti, underscored the media’s power to drive awareness and influence change.
“There exists a glaring gap in research and awareness around donkeys,” Dr. Kinoti noted. “Donkeys are not just beasts of burden—they are essential to the livelihoods of women in rural areas. The media has a critical role in telling their stories and promoting policies that safeguard their dignity and survival.”
The MoU is the culmination of a three-phase engagement between Brooke and the media fraternity, spearheaded by Brooke’s Fundraising and Communications Manager Cindy Ogana-Rogoi. She lauded the progress already made through journalist training programs that have challenged harmful stereotypes and deepened understanding of animal welfare.
“We’re seeing real change,” said Ogana-Rogoi. “Journalists trained in our earlier phases are now telling more nuanced, impactful stories about donkeys and other animals. They recognize these animals’ contributions to society and are helping push for their protection.”
As Kenya continues to grapple with issues ranging from climate change to rural poverty, the MCK-Brooke partnership is expected to amplify voices often left unheard—those of animals who serve silently at the heart of communities.
The collaboration will include training programs, resource-sharing, and joint campaigns aimed at embedding animal welfare into mainstream media reporting.
