From Rebranding to Scarring?
By Oumar Farouk Sesay
During the 2018 election campaign, the Sierra Leone People’s Party (SLPP) embraced the slogans “New Direction” and “Rebranding.” These phrases aimed to restore a nation’s image tarnished by mismanagement, corruption, and declining public trust. The SLPP promised to change Sierra Leone’s trajectory and restore its reputation.
Now, nearly eight years on, it’s time to assess whether those promises have materialised or if deeper scars have emerged.
The challenge of rebranding lies in addressing the root issues behind a damaged image. A government focused on image may neglect the very factors that contributed to its problems in the first place. National reputation is built on credible institutions, accountability, economic opportunities, and respect for the rule of law rather than mere perception.
Concerns, such as Sierra Leone’s vulnerability to international drug trafficking, highlight the stakes involved. Allegations alone do not equal guilt, but they can severely impact a nation’s reputation. The credibility of investigations and the government’s commitment to safeguarding its sovereignty are vital in defending its image.
A pressing issue is the prioritisation of perception management within politics. Governments must communicate their policies and address misinformation, yet when they focus more on altering public perception than on solving real issues, they risk losing trust. A government can win debates while still alienating citizens if it fails to resolve ongoing problems.
This contradiction is especially evident within the economy. The catchphrase “Tolongbo nor go sidon ya” indicated widespread discontent during the 2018 campaign, while “Angri borku” spoke of hunger as a key concern. Hunger is an issue that transcends political loyalties, measured by the dwindling contents of food baskets and families’ purchasing power.
After nearly eight years in power, the question remains: Have hunger and poverty lessened, or have they merely shifted to different political narratives? Although inflation eased in 2025, persistent pressures in 2026 reveal economic fragility. Declining inflation doesn’t mean falling prices; a stabilisation at higher levels can still leave families unable to afford basic necessities.
Estimates suggest that nearly half the population lived below the extreme-poverty line in 2025, highlighting the disconnect between broad economic indicators and daily realities. While governance can be impacted by global events and structural challenges, the government is still responsible for addressing these issues.
The SLPP’s “New Direction” has seen initiatives such as free quality education and agricultural development. However, the success of these policies must be measured by tangible outcomes, as simply expanding access does not guarantee quality.
Eight years is ample time for a government to demonstrate its effectiveness. The longer an administration remains, the less credible excuses for failures become. Yet, Sierra Leone’s struggles transcend any one party.
Historically, governments have promised renewal, only to replicate former practices. Are we trapped in a cycle of renaming failures under different political banners?
What’s urgently needed is a national compact—an inclusive agreement outlining fundamental priorities that should be upheld regardless of the government in power. This compact would not eliminate political competition but would establish a baseline consensus for constitutional governance, credible elections, and responsible resource management.
Crucially, this agreement must be developed through open discussions across communities, engaging various societal actors. It should not be another elite arrangement presented for public endorsement.
Sierra Leone cannot continue to rebrand without addressing the underlying issues that necessitate such efforts. The true “New Direction” must begin with a national commitment to prioritising the republic over its leaders and the future over current electoral ambitions.
Ultimately, a government is judged not by its slogans but by the legacy it leaves behind, and healing comes not from changing narratives but from confronting ongoing challenges.
