This research analyzes Uongozi, a massive multimodal civic education campaign that culminated in the Uongozi reality television show, situating the campaign within its socio-political context. Our analysis suggests that Uongozi framed and promoted a version of leadership that is tied to an idealized progressive, youth leader despite the lack of quality youth ‘candidates’ on the show. The campaign also endorsed a message of national unity and identity, articulated through the promotion of a nonethnic collective Kenyan identity. Uongozi contributed to a larger pre-election narrative promulgated through mass media efforts that encouraged Kenyans to move beyond ethnicity in their voting and participate in a peaceful election.