Sierra Leone Launches Nationwide Campaign to Combat AI Deepfakes

Sierra Leone has launched a nationwide campaign to raise public awareness about AI-generated deepfakes and help citizens identify and verify manipulated content before sharing it.

The National AI and Deepfake Awareness Campaign was launched in Freetown as part of a two-phase programme covering all 16 districts. The initiative is led by the Directorate of Science, Technology and Innovation (DSTI), in partnership with the Ministry of Communication, Technology and Innovation  and the Ministry of Information and Civic Education,  with support from the World Bank through the Sierra Leone Digital Transformation Project.

The first phase has focused on public awareness through community workshops as well as radio and television programmes, including outreach to people with limited or no internet access. The second phase will introduce tools that allow citizens to verify suspicious content themselves.

These tools will include a WhatsApp verification service, a low-bandwidth companion application and channels for reporting harmful or manipulated content to relevant authorities. The campaign is intended to address risks such as AI-generated voice notes requesting mobile money transfers and manipulated videos of public figures.

Speaking on behalf of the Minister of Communication, Technology and Innovation, Chief Director Mohamed Mumini Jalloh said AI could support areas including healthcare, public services, small businesses and access to services in local languages. He also warned that the technology could be misused to create deceptive content that exposes citizens to fraud and makes it more difficult for journalists to verify information.

Jalloh said the campaign is focused on protecting trust in information rather than restricting freedom of expression. The government plans to work with the police, telecommunications companies, social media platforms and media organisations as the programme expands.

Participants at the launch also took part in practical sessions on how AI-generated content is created and how AI tools can be used to assess whether videos, images and voice recordings are genuine.

Kumba Liliana Musa, Coordinator of the Sierra Leone Digital Transformation Project, said the central message of the campaign is to “verify first before you share.”

Minister of Information and Civic Education Chernor Bah also highlighted the importance of protecting personal data, urging citizens to pay closer attention to the permissions they grant applications, particularly access to location information.

The campaign comes as Sierra Leone expands digital access across the country. Organisers said improving citizens’ ability to recognise manipulated content will be an important part of ensuring that increased digital connectivity is accompanied by greater awareness of online risks.