Africell Sierra Leone has placed the country on the global map with a groundbreaking campaign at New York’s iconic Times Square—the first-ever by a Sierra Leonean company. The bold move coincided with Sierra Leone’s strong presence at the 80th Session of the United Nations General Assembly (UNGA80), where the government and private sector jointly showcased the nation’s growing innovation ecosystem.
The Sierra Leone Innovation Showcase, held Sept. 26, was organized by the Ministry of Communication, Technology and Innovation. It drew policymakers, investors, and development partners into critical discussions on building resilient digital economies to drive sustainable development.
In her remarks, Nicky Spencer-Coker, Spokesperson for Sierra Leone’s Permanent Mission to the UN, reiterated the country’s commitment to innovation-led growth. Minister of Communication, Technology and Innovation, Salima Bah, unveiled the Sierra Leone Innovation Investment Fund (SLIIF), describing it as a bold mechanism to catalyze startups and strengthen the country’s role in the global digital economy.
Africell Sierra Leone CEO Shadi Al-Gerjawi was a featured voice on the high-level panel, “The Role of the Private Sector in Building a Digital Future.” Alongside regional and international innovators, he highlighted Africell’s contributions in expanding affordable connectivity, supporting young entrepreneurs, and investing in education. “Africell is not just a telecom operator—we are a development partner committed to empowering Sierra Leone’s youth and future,” Al-Gerjawi said.
A second ministerial panel—featuring Attorney-General 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 Salima Bah—focused on “Driving Sustainable Development through Digital Transformation.” Chief Minister Dr. David Sengeh delivered the keynote, outlining government’s inclusive digital agenda aligned with Sierra Leone’s human capital development priorities.
Africell further amplified Sierra Leone’s presence with a cultural reception at Times Square Garden attended by Sierra Leoneans and partners in the diaspora. First Lady Dr. Fatima Maada Bio praised Africell for creating platforms that celebrate Sierra Leone’s culture while strengthening international ties.
As the only U.S.-owned mobile operator in Africa, Africell continues to redefine telecommunications on the continent. Since launching in Sierra Leone in 2005, the company has grown into the nation’s leading provider of affordable mobile and digital services, while investing heavily in education, youth empowerment, and cultural initiatives.
With its historic Times Square campaign, visible leadership at UNGA80, and long-term investments in Sierra Leone, Africell has reinforced its dual role as both a market leader and a trusted development partner. By connecting communities and championing digital inclusion, Africell is helping to position Sierra Leone as an emerging hub for innovation in Africa.
