The Importance of the Miss Sierra Leone Platform and My Work with Four Inspiring Contestants

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Last updated: 2025/04/27 at 12:28 PM

By Sallu Kamuskay - Journalist and Public Relations Expert Published April 27, 2025 8 Min Read

8 Min Read

The Importance of the Miss Sierra Leone Platform and My Work with Four Inspiring Contestants

The Miss Sierra Leone pageant is more than just a beauty contest. It is a national platform that gives young women the chance to showcase their intelligence, leadership, talents, and commitment to creating positive change. Through their “Beauty with a Purpose” projects, contestants address important social issues and inspire others across the country. Miss Sierra Leone also provides an opportunity for young women to represent Sierra Leone on the international stage, promoting the country’s culture, beauty, and values. It is a powerful platform that empowers young women to lead, advocate, and make a real difference.

Contents

Working with Mariyam Lorba Konneh Working with Lala Sidibe Working with Lachaeveh Alberta Caizarine Davies About the Author

Through my work as a freelance journalist, communication strategist, fixer, blogger, youth organizer, event manager, spokesperson, and public relations expert, I have had the honor of working with four outstanding individuals who are now contesting for Miss Sierra Leone: Mariyam Lorba Konneh, Lala Sidibe, Lachaeveh Alberta Caizarine Davies, and Ambassador Zizer JJ Mumgbay. Each one of them has impressed me with their passion, dedication, and professionalism.

Working with Mariyam Lorba Konneh

I first worked with Mariyam Lorba Konneh during my time at Africa Young Voices (AYV), where I served as Deputy Director for Online and Print. Mariyam was the reigning Miss University Sierra Leone at the time. She was always professional, respectful, and focused on her goals. Later, I had another opportunity to work with her through the United Sierra Leone Wave Alliance, where I serve as the Coordinator. Mariyam’s passion for female health and hygiene education was very clear, and her commitment to her advocacy work stood out every time we met.

About Mariyam Lorba Konneh:
Mariyam is a 20-year-old student at the Institute of Public Administration and Management (IPAM), University of Sierra Leone, studying Banking and Finance. She won the AYV Miss University 2022 title and represented Sierra Leone at Miss University Africa in Nigeria. She is the founder and CEO of “Mariyam’s Ways,” a beauty and media platform, and has also launched “Mariyam’s Beauty Line” and “Mariyam’s Essentials,” promoting feminine hygiene. Her work centers around dignity, education, and empowerment.

Working with Lala Sidibe

I first met Lala Sidibe while also working at AYV. At the time, we were preparing for World Menstrual Hygiene Day, and I was tasked with producing a documentary celebrating individuals and organizations making a difference in menstrual health. I was given Lala’s contact, and we scheduled an interview. She was impressive — articulate, passionate, and deeply committed to her cause. Later, I also invited her for an interview at Spark Media, a video production company where I was producing a show, and again, her professionalism and energy stood out.

About Lala Sidibe:
Lala Sidibe is a young leader and the Executive Director of The Empowered Girls Advocacy (TEGA), an organization that focuses on empowering girls through education and mentorship. She is currently studying Gender and Development Studies at Fourah Bay College, University of Sierra Leone. Lala has worked on community projects, including documentaries highlighting the challenges children face in underserved communities. She is now one of the contestants for Miss Sierra Leone 2025, using her platform to further advocate for young girls’ rights and empowerment.

Working with Lachaeveh Alberta Caizarine Davies

I worked with Lachaeveh Alberta Caizarine Davies when my company, Salone Messenger, was hired to do profiling for the Miss University contestants. Lachaeveh was one of the contestants, and throughout the project, she was easy to work with, dedicated, and creative. Since then, I have had the opportunity to work with her on several occasions, and she has always been consistent and passionate about her work.

About Lachaeveh Alberta Caizarine Davies:
Lachaeveh, popularly known as The Lachaeveh, is a 22-year-old model, climate activist, and communication student. She studied in Ghana before continuing her education at the University of Makeni (UNIMAK), where she is pursuing a degree in Mass Communication. She has served as the Minister of Tourism and Cultural Affairs at UNIMAK and won the Charles Mansaray Debate Competition. Lachaeveh was crowned Miss Freetown 2024 and is passionate about using her platform to raise awareness about climate change and environmental issues.

I first met Ambassador Zizer JJ Mumgbay while working on a project profiling journalists in Sierra Leone. At the time, she was already making waves in the media industry. She impressed me with her professionalism, and since then, I have continued working with her. She has also helped me in coordinating and hosting some of my clients, showing her reliability and strong work ethic.

About Ambassador Zizer JJ Mumgbay:
Ambassador Zizer JJ Mumgbay is a journalist working with Star TV and is currently contesting in the Miss Sierra Leone 2025 pageant, representing Kailahun District. In the pageant context, the title “Ambassador” highlights her role as a representative and advocate for her district. There is no public record of her holding an official diplomatic position. She continues to use her skills and platform to bring positive change and uplift her community.

It has been a real honor working with Mariyam, Lala, Lachaeveh, and Ambassador Zizer. Each one of them is a true reflection of leadership, purpose, and service.

I wish them all the very best in the Miss Sierra Leone 2025 competition. May the best woman win!

About the Author

Sallu Kamuskay is a Sierra Leonean freelance journalist, communication strategist, fixer, blogger, youth organizer, event manager, spokesperson, and public relations expert. He is the founder and executive director of Salone Messenger, a global multimedia and public relations firm based in Sierra Leone .Log in or sign up to view+9Sallu Kamuskay+9Sallu Kamuskay+9Muck Rack+5Muck Rack+5Sallu Kamuskay+5

Kamuskay’s professional focus includes negotiating deals and managing social media for professionals, influencers, politicians, media houses, organizations, and companies. He emphasizes protecting, promoting, and defending his clients in the face of cyberbullying, operating under the movement he calls “The Concierge of Media” (COM) .Sallu Kamuskay+4Sallu Kamuskay+4Sallu Kamuskay+4Muck Rack+4Sallu Kamuskay+4Sallu Kamuskay+4

He has contributed to various national and international media outlets, including Equal Times, MDPI, AllAfrica, The Sierra Leone Telegraph, Swit Salone, Concord Times, Global Times Newspaper Online, and The Calabash Newspaper

TAGGED: Miss Sierra Leone, Miss Sierra Leone 2025

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Sallu Kamuskay is a Sierra Leonean communication strategist, fixer, blogger, youth organiser, event manager, spokesperson, and public relations expert. His work has been regularly referenced and published by national and international media and public policy institutions. Sallu Kamuskay was a child during the brutal war in Sierra Leone. Growing up in the midst of conflict, Sallu witnessed unimaginable abuse of children and gross violations of human rights. The horrors he witnessed during the Civil War had a terrible impact on him at a very tender age. But despite the shock of the war, Sallu never lost hope. He started on a journey of recovery, studying, and working for a better future. At age 15, Sallu entered into the world of activism and advocacy. Sallu Kamuskay was the Vice President of the Young Leaders Organisation, a member of the National Youth Council. The Young Leaders is one of the oldest youth-led organisations in West Africa. The organisation was formed by a group of young leaders, and launched by the then Head of State/President of Sierra Leone. Sallu was part of the group of young leaders who participated in and contributed to the establishment of the National Youth Council. The Commonwealth supported the training for trainers programme with line ministries and youth stakeholders in which key, representatives of youth council, student union and civil society/private sector youth platforms were engaged and empowered in the effective engagement and inclusion of youth. Sallu is co-founder and Executive Director of the Salone Messenger, a global multimedia and public relations firm based In Sierra Leone. Sallu has worked on various developmental and policy issues such as Poverty, Climate Change, Human rights, Child Rights, Education, Health, Gender Equality, Civic Engagement, Government policies, Information Communication Technology for Development and the Sustainable Development Goals, and has also been contributing to various global events and advocacy campaigns. Sallu Kamuskay is the co-founder and Executive Director of the Salone Messenger, a global Multimedia and Public Relations Firm based in Sierra Leone with the latest news and information, on top stories, business, politics, entertainment, and more. Sallu is working with a leading technology company in Africa, Techfrica, that has recently developed and launched a social media, messaging Supfrica with over 150,000 downloads on the Google play store in less than 4 days. He is the Adviser and Media coordinator for the App to give people the platform to connect and communicate to help shape their future with a very fast internet that allows users that live in deprived and hard-to-reach areas with poor internet facility to be able to communicate as it allows and stronger on 2 and 3 G network reception. Sallu has over 9 years of experience in youth engagement, inclusion, and coordination both at local and global levels, giving voice to young people and engaging young people to build a better world. He has served as coordinator for the Wave Alliance which brought together youth-led organisations who attended an international training in South Africa organized by the International Organization – Waves for Change. Sallu is working with the MLT, Waves For Change, and the Government to develop safe spaces for young people, with a view to contributing to the overall development goals of young people including health, as well as to community rebuilding. Sallu is currently the Programme Director for the Wave Alliance, which is a coalition of youth-led and community-based organisations that have successfully introduced evidence-based Surf Therapy programs to young people in communities, with a focus on mental health, peace building and sustainable development. Sallu is currently the focal point and face of Africa’s Faces Social media platform which is a global Social media platform that brings together people from across the world to share their moments, connect, share videos, and interact with friends giving more preference to excluded continents like Africa. Sallu Kamuskay has devoted his time to working for or contributing to a number of national and international organizations and companies, including the Techfrica Technology Company, United Nations, ECOWAS, European Union, Commonwealth Africa Initiatives. This work has led him to travel to a number of countries to contribute to global youth platforms. Sallu is the lead Coordinator for Peace Tour programme, an initiative supported by the European Union, Africa Union, ECOWAS focusing on uniting and empowering young people and local communities. Over the years, Sallu Kamuskay has been using his Techno phone to be able to tell stories, the phone he used to tell the story of Gbessay during Ebola who was admitted at one of the Ebola treatment centers after rumors that she had Ebola when the actual sickness was ulcer, she was almost abandoned at the treatment canter with no medication provided to her. She could have died. Sallu told the story via social media and was able to secure funding from the United Sierra Leone to buy her medication and advocated for her. She was later discharged and taken home, He did the same to a patient that died and was abandoned in the street, Sallu Kamuskay used his phone and shared the message across, the corps was later taken and buried. It could have been more disaster without his voice. The story of late America Stress 3-year-old daughter. The hero’s daughter was abandon after his father's death. He shared her sad story and was able to get a sister who has taken the child as her own and is currently providing her with educational support. The article of America Stress can be read on the link below http://ayvnewspaper.com/index.php/k2-categories/item/7350-america-stress-a-hero-to-recognize. Sallu Kamuskay feels the stories of Gbessay, America stress and that of many others need to be told. The media house we have cannot better tell these stories, they are better reporters than telling human interest stories. He created the Salone Messenger platform and brought together passionate storytellers to be able to tell these compelling stories.