Government Rolls Out NYOTA Project Sensitization Campaign in 47 Counties
October 2025, Nairobi – The Government of Kenya has officially rolled out nationwide sensitization campaigns for the National Youth Opportunities Towards Advancement (NYOTA) Project, a flagship initiative under the State Department for Youth Affairs and Creative Economy. The campaigns, taking place from 6th to 12th October 2025, are part of the government’s broader commitment to empower young people through skills development, enterprise support, and employment creation.
Presidential Directive for Youth Empowerment
Following a high-level meeting at State House, H.E. President Dr. William Ruto directed the adoption of a whole-of-government approach to ensure seamless project implementation across all 47 counties. Principal Secretaries, County Commissioners, and National Government Administrative Officers (NGAOs) were dispatched to the grassroots to lead the sensitization efforts and mobilize young people to apply for NYOTA’s transformative opportunities.
“We are investing in our youth, unlocking opportunities, and driving enterprise and innovation across Kenya. This project has taken time to align properly, but it is now ready to go,” said President Ruto during the State House meeting.
What the NYOTA Project Offers
NYOTA is a World Bank–financed program that aims to enhance youth employability and enterprise development. It targets youth aged 18–29 years, and up to 35 years for Persons with Disabilities, focusing on those with secondary-level education or below, who are underemployed or face systemic barriers to opportunity.
The project is anchored on three key interventions:
On-the-Job Experience (OJE): Provides structured apprenticeships where youth acquire hands-on technical and workplace skills. Builds employability and prepares participants for sustainable livelihoods. Currently, the intervention targets 90,000 youth countrywide (approximately 62 per Ward)
Recognition of Prior Learning (RPL): Certifies informally acquired skills, particularly for artisans, master craftsmen, and other youth in the informal sector. Strengthens access to formal employment and professional progression. The project targets 20,000 skilled young people to benefit from the intervention
Business Support: Young entrepreneurs receive KSh 50,000 each as seed capital to start or expand small-scale businesses. The current round targets 100,000 youth across all wards (approximately 70 per Ward). Over 1 million applications have already been received, reflecting the program’s strong national appeal.
Promoting a Culture of Savings and Growth
A key pillar of the NYOTA Project is financial inclusion. Beneficiaries are encouraged to develop savings habits and link with formal financial institutions to sustain growth beyond the grant phase. The project also collaborates with microfinance institutions and SACCOs to support entrepreneurship sustainability.
Inclusive Reach
In addition to vulnerable and unemployed youth, NYOTA also extends opportunities to refugee youth in Kakuma (Turkana County) and Dadaab (Garissa County), aligning with Kenya’s commitment to inclusive economic growth.
Looking Ahead
The official project launch is scheduled for late October 2025, coinciding with the disbursement of the first round of business grants. Successful applicants for both the Business Support and On-the-Job Experience programs will receive notifications via official NYOTA SMS channels.
Through NYOTA, the government aims to strengthen systems that create employment, expand access to catalytic funds, and enhance youth participation in Kenya’s socio-economic transformation.
