Africell Sierra Leone has marked a historic first for the country by becoming the first Sierra Leonean company to advertise in New York City’s iconic Times Square. The highly visible campaign served as a vivid symbol of the company’s ambition to connect Sierra Leone with global audiences and to spotlight the capabilities of local enterprise on an international stage.
The billboard campaign coincided with a defining moment for Sierra Leone at the 80th Session of the United Nations General Assembly (UNGA). On Friday, September 26, 2025, the Ministry of Communication, Technology and Innovation organised the Sierra Leone Innovation Showcase in New York, an event that convened policymakers, private-sector leaders, development partners and innovators to explore strategies for building resilient digital ecosystems that support sustainable development. Africell’s Times Square presence amplified the country’s message about innovation, investment and the importance of inclusive digital growth.
In her opening remarks at the showcase, Nicky Spencer-Coker, Spokesperson for the Permanent Mission of Sierra Leone to the UN, emphasised the government’s commitment to innovation as a pathway to economic growth and social progress. Minister of Communication, Technology and Innovation Salima Bah used the platform to present the Sierra Leone Innovation Investment Fund (SLIIF), characterising it as a forward-looking tool to nurture startups, attract investment and elevate Sierra Leone’s position within the global digital economy.
Africell’s Chief Executive Officer in Sierra Leone, Shadi Al-Gerjawi, was a central voice in a high-level panel entitled “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 outlined Africell’s multi-dimensional role in the country’s digital transformation. He stressed the operator’s commitment to expanding affordable connectivity, mentoring emerging innovators and supporting education, arguing that Africell is both a commercial telecom operator and a committed development partner focused on youth empowerment and capacity building.
A second panel, “Driving Sustainable Development through Digital Transformation,” brought together senior government officials and ministers to discuss policy alignment, capacity development and the practical steps needed to ensure digital technologies contribute to sustainable development. Participants included 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, laying out a vision for inclusive digital transformation closely tied to Sierra Leone’s human capital development objectives.
Complementing its participation in the official showcase, Africell hosted a cultural reception at Times Square Garden in New York. The event drew Sierra Leoneans living abroad and friends of the country in the diaspora, offering an opportunity to celebrate national identity, strengthen community ties and facilitate connections between business leaders, policymakers and cultural stakeholders. First Lady Dr Fatima Maada Bio attended the reception and reflected on the significance of such initiatives: “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. 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.”
Africell’s prominence on the Times Square marquee is notable not only as a national milestone but also because the company is the only U.S.-owned mobile operator currently active in Africa. Since launching operations in Sierra Leone in 2005, Africell has expanded to serve millions of customers and has established itself as the nation’s most trusted mobile operator, providing affordable voice, data, SMS and mobile money services. The company has invested significantly in social impact programs across education, entertainment and environmental projects and employs more than 350 skilled professionals, making it a key private-sector player in Sierra Leone’s development landscape.
By pairing a bold advertising push in one of the world’s most-watched public spaces with substantive engagement at the UNGA Innovation Showcase, Africell has reaffirmed its role as both a commercial leader and a national development partner. Its activities in New York — from panel discussions on the role of the private sector to a culturally resonant reception — signalled an intent to support local talent, foster innovation and contribute to an environment that attracts investment and builds technological capacity.
As Sierra Leone pursues policies and partnerships designed to broaden digital access and stimulate economic opportunity, Africell’s international visibility and domestic investments together underscore the country’s emerging potential as a hub for innovation in West Africa. The Times Square campaign, the launch of SLIIF at the showcase, and Africell’s ongoing community initiatives collectively reflect a concerted effort to place Sierra Leone on the global map while delivering tangible benefits to citizens at home.
