The initiative being championed by renowned artist, Sorie Obai Kamara, specifically focuses on the tourism and cultural sectors, with the goal of wooing investors to explore the country’s natural resources sector.

Mr. Kamara, who is Chief Executive Officer of the Ripsta Culture Gedo and holds the unofficial title of Sierra Leone music Ambassador to Europe, says their goal is to expose the good things about Sierra Leone, against a barrage of negativity inspired by about two decades experience of war and Ebola.

Sierra Leone’s 11-year civil war, fueled by diamond, earned the country the image of ‘blood diamond.

“The project is all about rebranding Sierra Leone from the notion of blood to bloodless diamonds. We want to encourage foreign investors and tourists to come and get different experience about Sierra Leone because most of the time people are not bringing out the things that are good about the country,” Kamara said at the launching ceremony.