Viva arose in the mid-1970s out of a robust and diverse Kenyan print culture. In the early 20th century, African and Indian entrepreneurs developed Swahili-language newspapers and pamphlets, which spread throughout the growing urban population. By reporting extensively on global struggles against the British Empire and fomenting nationalistic ideals, newspapers such as Jomo Kenyatta’s Muigwithania drew considerable negative attention from the colonial government. The Governor expressed concern that anti-colonial “propaganda may spread very rapidly among excitable and ignorant natives.” This pointed concern is a testament to the wide distribution of politically-charged publications, which ultimately helped to popularize the Kenyan independence movement and aid in the rise of Kenyatta as the nation’s first president. Although print media continued to flourish in urban areas following the nation’s independence in 1963, articles surrounding women’s issues were seldom prioritized. Kenyan daily newspapers made a small effort to engage women, but these articles were isolated in “women’s section/corner” sections, with a generally male-dominated approach elsewhere.

Recognizing a gap in the market, the now-defunct firm Trend Publications sought to create a magazine specifically catering to women. In 1974, the company commissioned Indian-born journalist Salim Lone to be the founding editor of this new magazine, entitled Viva: The Magazine For Kenyan Women. According to Lone, “a high-quality magazine for the already rising literate women’s urban population would provide an excellent medium for … internationally-run companies producing consumer products including fashion or food.” Although Viva included traditional components of women’s magazines such as fashion showcases, pulp fiction, and skin-care advice, Salim Lone had a strong editorial vision that extended beyond the original goals of the publisher. Having previously been forced to resign from an editorial position at the Sunday Post due to a “moderately critical” view of the Kenyan government, Lone initially viewed his transition to Viva as “a huge step down professionally.” However, Lone worked alongside a small staff of women to advance a distinctly political agenda, stating in the inaugural issue that Viva planned to serve as a “vital organ of women’s expression.”