Sierra Leone’s newly appointed Deputy Ambassador to Brussels, Belgium, Ambassador Asmaa James, has vowed to prioritize the interests of Sierra Leone and its people in her new role. This pledge came after her swift approval by the Parliament for the prestigious position.
Before her recent appointment by President Dr. Julius Maada Bio, Asmaa James was a well-respected journalist, senior radio host, and prominent advocate for gender and human rights. With over 20 years of experience in broadcast journalism and management, she has made significant contributions to strengthening democratic governance both in Sierra Leone and across Africa.
James’s career in journalism was driven by her deep-seated curiosity and commitment to amplifying important stories. Her impactful reporting has sparked important discussions, movements, and national awareness, particularly concerning women’s and girls’ issues. She is also a leading voice on several advisory boards and panels.
In addition to her journalism career, Asmaa founded the Asmaa James (AJ) Foundation, which focuses on empowering women and girls through mentorship, scholarships, and life skills training. Her initiative, Girls Plus, is part of the AJ Foundation and aims to improve access to education and sexual and reproductive health information in Sierra Leone.
A Mandela Washington Fellow since 2016, Asmaa James has been recognized globally for her work. The BBC named her one of the 100 most inspiring and influential women in 2019 for her role in the ‘Black Tuesday Movement,’ which addresses sexual violence against minors. Her accolades include:
- Sierra Leone’s Most Outstanding Female Journalist by the Independent Media Commission
- Multiple recognitions as one of the “50 Most Influential Women” in Sierra Leone
- Diaspora Focus Female Journalist of the Year
- Girl Child Ambassador by the Youth and Child Advocacy Network (YACAN)
- Life Champion for Girls’ Empowerment by Plan International Sierra Leone
In 2022, she was honored by the British High Commission as one of seven inspirational women for her contributions over the past seven decades and was awarded the Officer of the Order of the Rokel by President Bio for her public service and philanthropic efforts.
