By Mackie M. Jalloh
New York, USA – In a bold demonstration of Sierra Leone’s growing presence on the world stage, Africell Sierra Leone has become the first company from the country to secure advertising space at the iconic Times Square in New York City. The move, unveiled during the 80th Session of the United Nations General Assembly (UNGA), positioned Africell not only as a telecommunications leader but also as a national brand ambassador spotlighting Sierra Leone to the world.
The campaign coincided with the Sierra Leone Innovation Showcase, an event organized by the Ministry of Communication, Technology and Innovation on September 26, 2025. The showcase brought together ministers, development partners, investors, and private sector leaders to discuss strategies for building resilient digital ecosystems capable of driving sustainable development.
Delivering opening remarks, Nicky Spencer-Coker, spokesperson for the Permanent Mission of Sierra Leone to the UN, affirmed the government’s commitment to innovation as a driver of national growth. The event also featured the launch of the Sierra Leone Innovation Investment Fund (SLIIF) by Minister Salima Bah, who described the initiative as a bold tool to support startups and position Sierra Leone within the global digital economy.
Africell’s Chief Executive Officer, Shadi Al-Gerjawi, was a featured voice in the high-level panel, “The Role of the Private Sector in Building a Digital Future.” Speaking alongside leading innovators such as Oswald Osaretin Guobadia of DigitA and Mathias Esmann of AI Education, Al-Gerjawi stressed Africell’s role as more than a service provider. “Africell is not just a telecommunications company—we are a trusted partner in development,” he said. “Our mission is to empower youth, connect communities, and mentor innovators who will drive Sierra Leone’s future.”
The discussions extended beyond telecommunications, with a second panel addressing “Driving Sustainable Development through Digital Transformation.” The session featured several senior government officials, 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. The keynote address was delivered by Chief Minister Dr. David Sengeh, who outlined the government’s vision for inclusive digital transformation anchored in human capital development.
Africell also extended its impact beyond the policy space by hosting a vibrant cultural reception at the Times Square Garden, bringing together Sierra Leoneans in the diaspora and international partners. The First Lady of Sierra Leone, Dr. Fatima Maada Bio, graced the occasion with remarks that highlighted the company’s contribution to both community and nation branding.
“I was delighted to join Africell’s cultural evening in New York,” the First Lady said. “It was not just a celebration of our culture but a reminder of the importance of unity and collaboration. Africell continues to play a vital role in projecting Sierra Leone’s image and uplifting our people through innovation and social investment.”
Since entering the Sierra Leonean market in 2005, Africell has grown into the country’s most trusted telecom operator, serving millions with affordable mobile, internet, and financial services. Beyond technology, the company has invested in education, entertainment, and environmental programs, employing over 350 skilled staff while setting industry benchmarks in service delivery.
The Times Square campaign and Africell’s prominent role at UNGA represent more than corporate milestones—they symbolize Sierra Leone’s determination to embrace digital transformation and present itself as an emerging hub of innovation in Africa. With Africell championing that mission, the country’s journey toward global visibility is gaining momentum.
