AYV News, August 9, 2024

Sierra Leone’s newly appointed Deputy Ambassador to Brussels, Belgium, Madam Asmaa James has assured that she will put Sierra Leone and its people’s affairs first, while serving in her new designation.

Parliament interviewed and unanimously approved Amb. James as the country’s Deputy Ambassador to Brussels, Belgium.

Until her appointment recently by President Dr. Julius Maada Bio, Ambassador Asmaa James was a practicing Journalist, a senior radio host, a renowned gender and human rights activist and a philanthropist.

She has an experience of over 20 years in broadcast journalism and management. Her mindful but objective approach has resulted in historic contributions to strengthening democratic governance in Sierra Leone and the continent.

Asmaa’s journalism career sprouted from her curiosity and desire to hear and elevate stories. Her stories have started conversations, initiated movements, and helped influence national debate and awareness, leading to change. Asmaa is a public advocate for many issues, especially the multidimensional challenges affecting women and girls. She is an emerging thought leader and serves on various advisory boards and panels.

Her passion to utilise her experiences, insight, and influence led to the establishment of the Asmaa James (AJ) foundation, which empowers women and girls through mentorship, scholarship, and life skills training. She is also the founder of Girls Plus, an initiative of the AJ Foundation, driven by community-led interventions aimed at providing access to education and information on comprehensive sexual and reproductive health and rights in Sierra Leone.

Asmaa is a 2016 Mandela Washington Fellowship for Young African Leaders, an initiative of former President of the United States Barack Obama for young African Leaders.

Asmaa has received many honours and is recognized as a social change maker in the 21st century both nationally and internationally. In 2019 BBC’s recognised Asmaa as one of the 100 most inspiring and influential women in the world for initiating the ‘Black Tuesday Movement’, a campaign to raise awareness for sexual violence against minors. Her other honors include but not limited to:

• Sierra Leone’s most outstanding female journalist by Independent Media Commission
• 3 times recipient of “50 Most Influential Women” in Sierra Leone
• Diaspora Focus female journalist of the year
• Girl Child Ambassador’ by Youth and Child Advocacy Network (YACAN)
• Plan International Sierra Leone’s Life Champion for girl’s empowerment

In honour of the 2022 Queen’s Platinum Jubilee celebration, Asmaa is selected by the British High Commission as one of 7 inspirational women for their collective achievements and their work over the last seven decades. And she represents one decade.
On 27th April 2022, His Excellency President Julius Maada Bio, awarded Asmaa James the prestigious title of the Officer of the Order of the Rokel in recognition of her contributions to the country in the areas of public service and philanthropy.