By Joseph Momoh, Daily Scope Reporter
Sierra Leone has achieved a significant milestone as Africell becomes the first company from the nation to showcase its brand at Times Square in New York City. This groundbreaking campaign not only highlights Africell’s position as the leading telecommunications provider in Sierra Leone but also reflects its commitment to connecting the country with the global community and promoting local enterprise on an international platform.
The campaign coincided with the 80th Session of the United Nations General Assembly (UNGA), during which Sierra Leone was featured prominently at the Sierra Leone Innovation Showcase on September 26, 2025. The event, organized by the Ministry of Communication, Technology and Innovation, gathered policymakers, private sector leaders, and development partners to discuss strategies for building resilient digital ecosystems that can drive sustainable development.
In her opening remarks, Nicky Spencer-Coker, spokesperson for the Permanent Mission of Sierra Leone to the UN, reaffirmed the nation’s dedication to harnessing innovation for growth. Minister of Communication, Technology and Innovation Salima Bah introduced the Sierra Leone Innovation Investment Fund (SLIIF), a strategic initiative aimed at bolstering startups and enhancing the country’s position in the global digital economy.
Africell’s CEO, Shadi Al-Gerjawi, participated in a vital panel discussion titled “The Role of the Private Sector in Building a Digital Future.” Alongside industry leaders such as Oswald Osaretin Guobadia of DigitA and Mathias Esmann of AI Education, Al-Gerjawi emphasized Africell’s commitment to expanding affordable connectivity, mentoring innovators, and supporting educational initiatives. He articulated that Africell’s mission transcends telecommunications, positioning the company as a trusted development partner dedicated to empowering youth and fostering innovation.
The showcase featured an additional panel focused on “Driving Sustainable Development through Digital Transformation,” which included key government ministers. Chief Minister Dr. David Sengeh delivered the keynote address, outlining a vision for inclusive digital transformation that aligns with Sierra Leone’s human capital development goals.
Africell further solidified its international presence by hosting a cultural reception at the iconic Times Square Garden. The event united Sierra Leoneans and supporters of Africa in the diaspora, with the First Lady of Sierra Leone, Dr. Fatima Maada Bio, offering poignant remarks. “I was delighted to attend Africell’s evening reception in New York, which celebrated our culture and community while fostering connections with Sierra Leoneans and our partners abroad,” she stated. “Such initiatives are vital for uplifting our people and enhancing Sierra Leone’s reputation on the global stage.”
As the only U.S.-owned mobile company operating in Africa, Africell continues to redefine telecommunications across the continent. Since its launch in Sierra Leone in 2005, Africell has become the nation’s most trusted mobile operator, delivering affordable voice, data, SMS, and mobile money services to millions. The company is also committed to social impact, investing in education, entertainment, and environmental projects throughout the country.
Through its innovative Times Square campaign, active participation 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 advocating for digital inclusion, Africell is not only transforming Sierra Leone’s telecommunications landscape but also positioning the nation as an emerging hub for innovation in Africa.
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