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The Sierra Leone Water Company (SALWACO) is reviewing a new 2026–2030 Branding Strategy aimed at rebuilding public confidence and repositioning the utility as a more reliable and responsive institution.
Senior management convened a one-day technical working session on Aug. 19 at SALWACO’s Board Room in Freetown to examine and refine the draft strategy.
The engagement brought together Managing Director Ing. Tiideni Hawa Jabbi, Deputy Managing Director Dr Albert Harrison Harvey, Chief Utility Director Ing. Abdul Ben Lebbie, directors, managers and senior officers from the company’s head office.
The review forms part of SALWACO’s Strategic Development Plan (SDP) 2026–2030 and its Half-Yearly Plan. The branding strategy falls under Goal 1.5, which calls for the development and institutionalisation of an effective Water Supply and Sanitation (WSS) branding and communications strategy.
Opening the session, Lebbie urged participants to contribute actively to the review, emphasising the importance of collective input before the document is finalised.
Harvey described the exercise as an important step in determining how SALWACO presents itself to customers, employees, partners and the wider public.
He said the proposed strategy is not limited to changing the company’s corporate image but is intended to influence how SALWACO is perceived, trusted and experienced by its stakeholders.
Harvey said the strategy supports the company’s broader ambition to become a trusted, responsive, accountable and financially sustainable water utility while contributing to national development, the National Medium-Term Development Plan and Sustainable Development Goal 6.
Jabbi highlighted the need to address perceptions of SALWACO among both internal and external stakeholders.
She acknowledged that the company’s reputation and public image have faced challenges and said SALWACO needs to reposition itself as a serious, dependable and responsive water utility.
According to Jabbi, the branding strategy offers an opportunity to rebuild public confidence, strengthen SALWACO’s corporate identity and ensure its public image reflects ongoing institutional changes.
She urged directors, managers and senior officers to critically assess the draft and provide substantive input to ensure the final document supports SALWACO’s transformation agenda and improves its engagement with stakeholders.
Jabbi subsequently led the presentation of the draft 2026–2030 Branding Strategy, which was followed by technical discussions and further review of its proposed direction.
The session allowed senior officials to assess the strategy’s proposed priorities and provide technical recommendations aimed at aligning the final document with SALWACO’s wider institutional transformation goals.
