For a man serving as ODM’s Director of Communication, Philip Etale is increasingly finding himself criticised not for what he says, but for how he chooses to package his acts of generosity.
Etale, who is seeking the Lugari parliamentary seat, has come under sharp online criticism over what many residents describe as “cheap publicity stunts” involving schoolchildren and small donations heavily documented for political mileage.
The backlash first emerged after a photo circulated online showing the ODM communication chief posing with pupils while displaying packets of milk he had reportedly donated to an unnamed local school. While the donation itself appeared harmless, critics questioned why children had to be lined up for photographs over what they termed a modest contribution.
The criticism intensified on Thursday after Etale shared another social media post announcing that he had donated three footballs to Munyuki Comprehensive School. The post was accompanied by several photos showing the handover ceremony.
Rather than praise, the post attracted ridicule and scepticism online, with many questioning whether the scale of the donation justified the level of publicity surrounding it.
“Three balls you don’t waste pupils’ time to launch! You just give the headboy on Sunday after church to deliver to the games teacher bwana!” Said Peter Musyoka.
“So if you put fuel in a car it takes three tires? We are not serious as a country if these are the models to be followed by those children,” said Victor Nyongesa.
Others questioned the priorities behind the carefully staged images, arguing that genuine community support should focus more on long-term impact than visibility.
Benjamin Oduor Oyiengo said: “Three balls are when you go with a camera and you don’t expect claps Philip Etale? Stop stupidity man.”
The incidents have reignited debate around the growing trend of politicians turning even the smallest acts of charity into public relations exercises, particularly as early political campaigns begin taking shape ahead of future elections.
Critics argue that such displays risk reducing vulnerable groups, especially schoolchildren, into props for political branding. Some observers noted that while donations to schools are welcome, repeatedly attaching cameras and publicity to minor contributions can easily appear calculated rather than compassionate.
Still, a section of Etale’s supporters defended him, arguing that leaders should not be condemned for contributing to communities regardless of the amount donated.
“If he had done nothing, people would still complain,” one supporter wrote online.
Etale has not publicly responded to the criticism.
The controversy now places the seasoned communicator in an uncomfortable spotlight, with critics suggesting that despite his experience in media and messaging, his recent public relations approach may be doing more harm than good to his political image.
