In a groundbreaking celebration of International Women’s Day 2025, Africell Sierra Leone took an unprecedented approach to honor its female workforce by granting all female employees a day off on Friday, March 7, 2025. In their absence, male employees stepped into their roles, gaining firsthand experience of the responsibilities and contributions of women in the workplace.

The initiative was a bold demonstration of Africell’s commitment to gender equality and empowerment, reinforcing the company’s belief that women’s contributions in the workplace are invaluable and should never be overlooked. This event followed Africell’s March 6, 2025, commemoration of International Women’s Day, which focused on the theme “Accelerating Gender Equality in the Workplace and Beyond.”

Africell’s Chief Executive Officer Shadi Al-Gerjawi, on an interview emphasized that the initiative was not just a symbolic gesture but a practical way for male employees to understand the daily efforts of their female colleagues. He stated that Africell is deeply committed to fostering an inclusive workplace where gender does not define capabilities or limit opportunities.

“This will be a challenge for the male employees, but it is also an opportunity for them to understand and value the contributions of our female staff. Women play an irreplaceable role in the success of this company, and today, we want to honor and appreciate that,” Shadi Al-Gerjawi noted.

He further explained that Africell has adopted a progressive approach to gender equality, ensuring that women lead its four strategic pillars: Voice and Data, Enterprise Business Unit, Financial Services, and Digital. Additionally, the company has been actively investing in leadership training programs for women, surpassing the government’s 30% female representation threshold in key decision-making roles.

As part of the celebration, male employees across all departments took over the responsibilities of their female colleagues.

For John Konteh, Afrimoney’s Marketing Director, the experience was an eye-opener. Stepping out of his usual strategic planning role, he took on the duties of a customer care representative, assisting clients directly.

“This was a unique experience. I now understand the level of dedication and patience our female colleagues bring to their roles. Women are strong, resilient, and essential to our company’s growth. This initiative has deepened my appreciation for their hard work,” he shared.

Similarly, Joe Abass Bangura, Africell’s Chief Corporate Affairs Officer, expressed his personal and professional commitment to gender equality. As a father of three daughters, he emphasized that women should be given equal opportunities and should never be marginalized.

“At Africell, we are intentional about empowering women. We have policies in place that promote women to leadership positions, and we are proud that our most recent director appointment was a woman. Women deserve to be at the decision-making table, and we are making that a reality,” Joe Abass Bangura stated.

Africell’s long-standing dedication to women’s empowerment has been evident through initiatives such as the Future Leaders Program, internship programs, and the Management Development Program, all of which have a high percentage of female participants. The company also annually celebrates outstanding female employees, ensuring that their contributions are recognized and rewarded.

The 2025 International Women’s Day celebration served as another testament to Africell’s leadership in promoting gender equality in the corporate space. The event highlighted the critical role women play in business, technology, and leadership, and the one-day role reversal gave male employees a newfound respect for their female colleagues.

As Africell continues to push the boundaries of workplace inclusivity, Shadi Al-Gerjawi called on other organizations to follow suit by implementing policies that promote equal opportunities for women and men.

“This is not just about Africell; it is about setting an example for corporate Sierra Leone and beyond. Gender equality is not just a target—it is a necessity for progress and sustainable development,” Al-Gerjawi concluded.

The initiative left a lasting impression on Africell’s male employees, who walked away with a deeper appreciation for the hard work, resilience, and invaluable contributions of women in the workplace.