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UK’s first female Muslim football referee becomes In Kind Direct ambassador


In Kind Direct has announced a new ambassador for its 25th anniversary year – former refugee and the UK’s first female Muslim football referee, Jawahir Roble.

Also known as JJ, In Kind Direct’s new ambassador is calling on brands and manufacturers to give more product donations to help people access essential items as many struggle with the cost of living crisis. In Kind Direct distributes consumer goods donated by companies to UK charitable organisations working in the UK and overseas.

JJ Roble commented:

“I have become an ambassador for In Kind Direct because I know what it’s like to face adversity and be in difficult situations, having fled the civil war in Somalia, to becoming the UK’s first female Muslim referee. Product donation is a simple solution that holds the power to unlock so much potential, whether it be through a toothbrush, a deodorant, or even a football. I’m proud to join In Kind Direct on their journey to encourage more product donations from retailers and manufacturers, and get more charitable organisations to sign up so collectively we can support even more people.”

Roble grew up in north-west London after fleeing war-torn Somalia with her family as a child. She was the UK’s first Muslim female hijab-wearing referee, and often works with charities, offering mentoring, sports and life skills to disadvantaged youth.

For its 25th Anniversary, In Kind Direct has launched #PoweredByKind, a campaign that brings to life the stories of people positively impacted by products it distributes. To help it support more people, it is appealing for product donations from companies and urging more charitable organisations to join its network.

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