The Editor Zambia
President Hakainde Hichilema’s message to supporters across Western Province was simple, timely and necessary: victory is never guaranteed, and elections are won not by cheering crowds but by ballots cast on polling day.
The President’s appeal should be taken seriously by every member and supporter of the United Party for National Development (UPND). Political history, both in Zambia and elsewhere, is filled with examples of parties that mistook large rallies for electoral victory, only to be humbled when supporters failed to show up at the polling station. 
The President has correctly reminded his supporters that democracy rewards organisation, discipline and turnout—not complacency.
This publication has observed with growing concern that many UPND members have become sleeping partners in their own party. While they continue to enjoy the benefits and opportunities associated with being members of the governing party, many have left the difficult task of campaigning almost entirely to President Hichilema himself.
From province to province, district to district, the President has carried the burden of selling his government’s record, often addressing multiple rallies in a single day. That should not be the case. A political party is sustained by its grassroots structures, ward officials, councillors, members of parliament, youth leaders, women leaders, and ordinary volunteers.
Every supporter has a responsibility to persuade neighbours, family members, and first-time voters to participate in the democratic process. Waiting for the President to do all the campaigning is neither fair nor sustainable.
The August 13 election presents voters with an opportunity to judge the government’s record over the past five years.
Supporters of the UPND who believe that the administration has delivered meaningful progress should ensure they vote in overwhelming numbers to retain a government that deserves the opportunity to complete its development agenda during a second term.
Among the administration’s notable achievements are the introduction of free education, increased Constituency Development Fund (CDF) allocations, expanded rural electrification, road infrastructure, recruitment of teachers and health workers, and efforts to restore macroeconomic stability following years of economic distress.
Whether one agrees with every policy or not, there is no denying that these initiatives represent a substantial programme upon which voters can make an informed decision.
However, achievements do not automatically translate into electoral success. They must be effectively communicated.
The UPND media team must, therefore, raise its performance considerably during these remaining weeks of the campaign.
Too often, government policies are announced but not adequately explained to ordinary citizens. Voters deserve to understand not only what the government has done but why particular policies were introduced, how they are improving livelihoods, and what plans exist for the next five years.
Modern political communication cannot rely solely on press statements and social media posts. It requires consistent engagement through community radio, local meetings, vernacular programming, and direct interaction with citizens. The battle for public opinion is won by clear, factual, and continuous communication.
At the same time, the Electoral Commission of Zambia (ECZ) deserves encouragement to intensify voter education across the country.
While preparations for the election have progressed steadily, more effort should now be directed toward encouraging citizens to exercise their constitutional right to vote.
Radio remains the most accessible medium for millions of Zambians, particularly in rural communities.
Comprehensive voter sensitisation campaigns broadcast in Zambia’s many vernacular languages would help educate citizens about voting procedures, polling times, and the importance of participating peacefully in the electoral process.
High voter turnout strengthens democratic legitimacy regardless of which candidate ultimately prevails.
The Commission’s civic education efforts should particularly target first-time voters, women, young people, and remote communities where access to information is often limited. Every eligible citizen should understand not only how to vote but also why their vote matters.
President Hichilema’s warning should, therefore, resonate far beyond Western Province.
Large crowds make impressive photographs, but they do not count on election day. Only votes determine the outcome.
The message to UPND supporters is straightforward: if you believe the government deserves another mandate, leave complacency behind. Campaign in your communities. Explain the party’s policies. Encourage neighbours to register their participation by turning out on polling day. Most importantly, cast your own vote.
Democracy rewards those who participate. August 13 will not be decided by attendance at rallies but by citizens who take the simple yet powerful step of marking a ballot.
