RutoMustGo

The hashtag #RutoMustGo emerged in Kenya in 2024 as a cry against President William Ruto's administration. The hashtag was a response to the proposed Finance Bill 2024. The bill sought to increase taxes amidst rising living costs. The movement was driven by the Generation Z, who used social media to mobilize and voice their dissent.

#RutoMustGo & #Rejectfinancebill2024 protests

Origin

The hashtag originated in Kenya in mid-2024 as a response to growing public frustration regarding economic hardships and governance concerns. The immediate catalyst for its widespread adoption was the proposed Kenya Finance Bill 2024. The sought to introduce new taxes and increase levies on essential goods and services. This sparked outrage among the youth who were already grappling with high unemployment rates and a rising cost of living. The movement was fueled by Generation Z. The Kenyan youths turned to platforms such as X, TikTok, and Instagram to voice their dissent, organize protests, and mobilize support nationwide. #RutoMustGo movement was leaderless and tribeless unlike traditional Kenyan protests which were linked to opposition parties.

Impact and reach

#RutoMustGo saw thousands of young Kenyans defy government warnings to demonstrate in major cities and towns. The movement's leaderless and decentralized nature made it difficult for authorities to suppress. This was largely because the movement relied on digital coordination unlike the traditional political structures.

On June 26, 2024, President William Ruto bowed to public pressure and announced that he would not sign the Finance Bill into law, a major victory for the protesters. Despite that, calls for government accountability, economic reforms, and police accountability continued under the #RutoMustGo banner. The movement’s received solidarity hashtags from Kenyans living abroad as well as youth from countries such as Uganda, Nigeria, and South Africa, reflecting a broader trend of tech-savvy youth challenging traditional governance structures.

#RutoMustGo in National events and public spaces

On March 22, 2025, during AFCON 2025 qualifier match between Kenya and Gabon at Nyayo national stadium, chants of "Ruto Must Go!" erupted from sections of the crowd. Fans waved banners and wearing T-shirts with the hashtag.

#RutoMustGo has been displayed in entertainment venues, including clubs, concerts, and cultural festivals. Popular Kenyan musicians and comedians have subtly and openly referenced the movement in their performances. At a recent Nairobi music festival, some artists performed with “Ruto Must Go” written on their outfits. DJs played remixed versions of protest songs inspired by the movement. The hashtag has also appeared on street graffiti in Nairobi, Mombasa, and Kisumu, further embedding itself into Kenya’s urban culture.

Even in formal state functions and public holidays, the movement has made its presence felt. At the Jamhuri Day celebrations on 12th December 2024, a group of attendees displayed placards with the slogan, drawing attention from security personnel.

Response to the hashtag

President William Ruto addressed the #RutoMustGo movement by affirming that citizens have the constitutional right to express their opinions. He stated, "Everybody is entitled to their opinion. I have a job to do. Citizens are free to engage in any discourse they want. Those are the fruits and signs of a democracy." He further downplayed the hashtag as a "normal song and there is no problem with it"