By Amin Kef (Ranger)
Renowned Sierra Leonean media personality and women’s advocate, Asmaa James, has been appointed as the Deputy Ambassador Designate to Brussels, Belgium by His Excellency President Julius Maada Bio. This significant appointment was announced on July 24, 2024.
In an exclusive interview, Asmaa James shared her reflections on her twenty-three-year journey in the media, describing it as a period of learning and growth. She expressed excitement about the new challenges and opportunities ahead, viewing this diplomatic role as an unexplored path that promises new adventures and successes.
Asmaa James has distinguished herself over two decades at Radio Democracy, earning a reputation as an independent and objective journalist. She has been a steadfast voice against injustice, providing support and hope to the marginalized and oppressed. Her work at that radio station did not only inspire many but also contributed significantly to strengthening democratic governance in Sierra Leone.
She later founded her own radio station Rise Radio 96.3FM where she has been serving as the Chief Executive Officer until her latest appointment. At her station Asmaa has been mentoring young people imbibing in them professional skills.
In addition to her journalism career, Asmaa is a dedicated advocate for women’s and girls’ rights. She founded the Asmaa James Foundation (AJF), which promotes teenage sexual reproductive health and rights. AJF’s extension, Girls+, targets young boys to foster a comprehensive approach to sexual health education. Her advocacy efforts include leading peaceful protests and initiating Black Fridays to highlight gender issues, influencing the national declaration of rape as a state emergency and the launch of the “Hands Off Our Girls” program by the First Lady.
Asmaa’s contributions have been recognized with numerous awards, including being honored as an Officer of the Order of the Rokel (OOR) by President Bio in 2022. Her legacy in broadcasting and advocacy continues to inspire many in Sierra Leone and beyond.
The public notice of her appointment also listed other key diplomatic and government positions filled by President Bio, including:
– Alhaji Brima E. Koroma as Ambassador Designate to Algiers, Algeria
– Mr. Ibrahim Turay as Ambassador Designate to Dakar, Senegal
– Ms. Fatmata Sawaneh as Deputy Ambassador Designate to Conakry, Guinea
– Ms. Princess Jah Turay as Deputy Ambassador Designate to Berlin, Germany
– Mr. Luseni Kallon as Deputy Ambassador Designate to Monrovia, Liberia
Other notable appointments include:
- Ama Gborie Foday, Deputy Secretary General, Mano River Union
- Andrew K. Keili, Chairman, Electricity Distribution and Supply Authority
- Samuel J. Alpha, Chairman, Electrical Generation and Transmission Company
- Kabineh Kallon, Chairman, National Revenue Authority
- Edward L. Williams, Chairman, Sierra Leone Civil Aviation Authority
- Patrick J. Kaikai, Chairman, Sierra Leone Airport Authority
- Stephen I. Garnett, Chairman, National Protected Area Authority
- John Paul Kaisam, Executive Director, Sierra Leone Standards Bureau
- David Manley, Chief Executive Officer, Felei Tech City
- Emmanuel Lansana, Deputy Executive Director, Sierra Leone Maritime Administration
The appointments, signed by Dr. Emmanuel A.R. Gaima, Secretary to the President, reflect the administration’s commitment to enhancing Sierra Leone’s diplomatic and governance landscape.
