Unmasking the #SethNoToGays Trend: How a Coordinated Campaign Fueled Homophobia in Kenya

Nairobi, Kenya – An investigation into the viral "#SethNoToGays" hashtag that trended on Kenyan Twitter in March 2024 has revealed it to be a sophisticated, coordinated disinformation campaign. The trend, which initially appeared as a spontaneous public outcry, was in fact amplified by a small number of influential accounts, many of which displayed hyperactive posting patterns.The campaign leveraged three main talking points: supporting a proposed bill by MP Peter Kaluma aimed at legalizing and promoting homophobia under the guise of "family values," asserting Kenya's identity as a "Christian country" to justify anti-LGBTQ+ sentiments, and disseminating outright homophobic messages.Notably, the use of "Seth" instead of "Say" in the hashtag was identified as a deliberate tactic to circumvent social media platforms' hate speech policies. Many of the accounts promoting the hashtag were found to be influencers with thousands of followers, with one prolific account posting an average of 164 tweets daily. Further analysis indicated that some of these accounts might not be tied to real individuals, suggesting the involvement of paid interest groups aiming to manipulate public opinion and create a false sense of widespread public outrage. This coordinated inauthentic behavior highlights a growing concern in digital activism and political discourse within Kenya.

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