In a bold move to rethink how citizens engage with taxation, the National Revenue Authority (NRA) has rolled out an unconventional but highly visible public education initiative by launching six newly branded public buses under its flagship ‘Waka Fine’ campaign. The initiative represents a shift from traditional tax sensitization methods toward more people-centered and everyday forms of communication.
The buses were officially unveiled on Tuesday, December 23, 2025, at the busy Lumley Bus Terminal in Freetown, a strategic location that serves thousands of commuters daily. Draped in bright, attention-grabbing designs, the buses carry simplified and relatable taxpayer messages aimed at demystifying tax obligations and encouraging voluntary compliance among the public.
Rather than hosting workshops or relying solely on media advertisements, the NRA has opted to transform public transportation into a moving classroom for civic education. Each bus is wrapped with messages that explain, in plain language, why paying taxes matters and how tax revenue directly contributes to national development. The Authority believes that meeting people in their daily routines—while they travel to work, school, or the market—will make tax education more accessible and less intimidating.
Officials explained that the ‘Waka Fine’ buses are designed to spark curiosity and conversation. Messages displayed on the buses link taxation to tangible public benefits such as road construction, healthcare delivery, education, security services, and sanitation. By drawing a direct connection between taxes and everyday services, the NRA hopes to shift public perception of taxation from a burden to a shared civic responsibility.
The campaign also reflects the NRA’s broader strategy of promoting voluntary tax compliance rather than over-reliance on enforcement. According to the Authority, sustainable revenue generation depends not only on laws and penalties, but on trust, understanding, and cooperation between citizens and the state. The buses, therefore, serve as symbols of a softer, more inclusive approach to revenue mobilization.
Public transport was deliberately chosen as the platform for this outreach due to its high visibility and wide demographic reach. From students and traders to civil servants and drivers, buses cut across social and economic lines, making them ideal tools for mass communication. As the buses circulate across major routes in Freetown and beyond, the NRA expects the messages to reach tens of thousands of people every day.
The initiative is being implemented by the NRA’s Public Affairs and Tax Education Department, which has been tasked with exploring innovative ways to connect with taxpayers. Officials from the department noted that traditional awareness campaigns often fail to engage younger audiences and informal sector workers, groups that are critical to broadening the tax base. The ‘Waka Fine’ campaign, they said, is intended to speak directly to these audiences in a language and format they can relate to.
Speaking at the launch, NRA representatives described the buses as a practical demonstration of innovation in public service delivery. They emphasized that taxation is a collective effort and that citizens are more likely to comply when they understand how their contributions are used and when they feel included in the national development conversation.
“This is not about chasing people for taxes,” one official noted. “It is about explaining the why—why taxes matter, why everyone has a role to play, and how those contributions come back to benefit communities.”
Beyond education, the campaign is also aimed at strengthening the social contract between the government and citizens. By openly communicating how tax revenues are meant to be utilized, the NRA hopes to encourage accountability on both sides—citizens fulfilling their obligations, and the state delivering services more transparently and efficiently.
The launch at Lumley Bus Terminal marks only the beginning of the campaign. According to the Authority, additional outreach activities, including community engagements and digital platforms, will complement the bus initiative to ensure consistent messaging across multiple channels.
As Sierra Leone continues to pursue domestic revenue mobilization as a pathway to economic stability and reduced dependence on external support, initiatives like the ‘Waka Fine’ buses highlight a growing recognition that public trust and understanding are just as important as policy and enforcement.
With six buses now carrying the message across the city, the NRA is betting that meaningful conversations about taxation can begin not in boardrooms or offices, but on the road—one journey at a time
