Africell Sierra Leone has made history by becoming the first company from the country to advertise at the world-famous Times Square in New York City. This milestone achievement not only underscores Africell’s reputation as the leading telecommunications company in Sierra Leone but also demonstrates its determination to connect the nation with the global stage and showcase the strength of local enterprise at an international level.
The iconic campaign came at a defining moment when Sierra Leone took center stage at the 80th Session of the United Nations General Assembly (UNGA) with the Sierra Leone Innovation Showcase, held on Friday, September 26, 2025, in New York. Organized by the Ministry of Communication, Technology and Innovation, the event attracted policymakers, private sector leaders, and development partners who engaged in discussions on building resilient digital ecosystems to drive sustainable development.
In her opening remarks, Nicky Spencer-Coker, Spokesperson for the Permanent Mission of Sierra Leone to the UN, emphasized Sierra Leone’s commitment to leveraging innovation as a pathway for growth. Minister of Communication, Technology and Innovation, Salima Bah, introduced the Sierra Leone Innovation Investment Fund (SLIIF), describing it as a bold step to boost startups and strengthen the nation’s position in the global digital economy.
Africell Sierra Leone Chief Executive Officer, Shadi Al-Gerjawi, was a key participant in a high-level panel discussion titled “The Role of the Private Sector in Building a Digital Future.” Speaking alongside Oswald Osaretin Guobadia of DigitA and Mathias Esmann of AI Education, Al-Gerjawi underscored Africell’s role in expanding affordable connectivity, mentoring innovators, and supporting education. He stressed that Africell is not just a telecommunications operator but also a trusted development partner committed to empowering youth and fostering innovation.
The showcase also featured a second panel on “Driving Sustainable Development through Digital Transformation,” which brought together key ministers including Attorney-General and Minister of Justice Alpha Sesay, Minister of Education, Conrad Sackey, Minister of Information Chernoh Bah, Minister of Youth Affairs Ibrahim Sannoh, Minister of Technical and Higher Education Dr. Haja Ramatulai Wurie, and Minister of Communications Salima Bah. Chief Minister Dr. David Sengeh delivered the keynote address, outlining the government’s vision for inclusive digital transformation aligned with Sierra Leone’s human capital development goals.
Africell’s international presence was further reinforced at a special cultural reception hosted by the company at the prestigious Times Square Garden in New York. The event brought together Sierra Leoneans and friends of Africa in the diaspora, with the First Lady of Sierra Leone, Dr. Fatima Maada Bio, delivering heartfelt remarks.
“I was delighted to attend Africell’s evening reception in New York, which was not only a celebration of culture and community but also an opportunity to connect with Sierra Leoneans and our partners abroad,” Dr. Fatima Maada Bio said. “I remain grateful to Africell for creating spaces that celebrate our identity while fostering unity and collaboration. It is through such initiatives that we continue to uplift our people and strengthen Sierra Leone’s image on the global stage.”
As the only U.S.-owned mobile company operating in Africa, Africell continues to redefine telecommunications across the continent. Since launching in Sierra Leone in 2005, the company has grown to become the nation’s most trusted mobile operator, providing millions with affordable voice, data, SMS, and mobile money services. Africell also invests heavily in social impact initiatives, supporting education, entertainment, and environmental projects nationwide. With a workforce of more than 350 skilled professionals, the company continues to set industry standards for innovation and service delivery.
Through its bold Times Square campaign, leadership role in the UNGA Innovation Showcase, and ongoing investments in Sierra Leone, Africell has reaffirmed its status as a market leader and development partner. By empowering local talent, connecting communities, and championing digital inclusion, Africell is not only shaping Sierra Leone’s telecommunications landscape but also helping to position the country as an emerging hub for innovation in Africa.
