As a Canadian who practices the Muslim faith, Asoomii Jay grew up in Canada made to feel like she was not welcome in her own home.
She has witnessed Islamphobia since 9/11 at the age of 11, including being attacked on the school bus, where out of fear, at times she felt compelled to hide her background for her safety, and on one incident bringing her birth certificate in to elementary school hoping to stop the bullying.
Those incidents encouraged her to become a "peacemaker" during her school years, which involves a student leadership program where the students would solve problems between others, provide allyship and communication support, a passion which continued on into her adult years.
She has witnessed xenophobic bullying up until recently in 2013, where she was physically assaulted, received rape & death threats, simply for wearing the hijab, another factor which compelled her to use her existing modest fashion platform to speak up against islamophobia, discuss media fear mongering tactics and its implications in society.
Not only were her personal experience factors of her activism, but she has also witnessed her friends become victims, being physically assaulted, and she took it upon herself to create social media experiments alongside Time Vision Productions, utilising her university knowledge of psychology and religion, to show Canadians how Muslims are made to feel in their own country, to combat islamophobia and to spread a message of coexistence.
Following to the EU ban on wearing religious headscarves in the workplace and recent spike in islamophobic hate crimes, Asoomii Jay plays devil's advocate and creates the "Ban The Hijab Project". Working alongside an actress wearing a hijab, she shows islamphobes how their intolerance and ignorance is not welcome in a civilized society.
After witnessing the war in Libya, 2014, Asoomii Jay returns to Canada where she saw a group of Canadians protesting the migration of Syrian refugees to Canada, saying "Bring only the christians, leave the muslims there to die"
Asoomii was upset by this, as she had just left a war torn country where she saw families who had their homes destroyed, who have had their relatives die and were fleeing the war, she decided to inform Canadians on the refugee crisis.
She did this by interviewing Canadians on the streets of Toronto, asking them if they have heard of a recent viral incident (Cecil the Lion), many of which recognized. And then she mentioned another recent incident in global crisis (death of Aylan Kurdi), a famous photograph that surfaced of a baby Syrian boy washed on the shores of Turkey, an incident many of which were not aware of. Her objective of this experiment was not only to shine a light on an injustice but to also encourage others to become socially aware citizens and help make a positive difference.
Asoomii Jay grew up in a Palestinian household, where she heard stories of her stepfather's familys' struggles when they were exiled from their homes following the Nakba. This compelled her to join the BDS movement, to support the cause and stand in solidarity with Palestine
After the 2014 bombing on 4 Palestinian boys playing football on the beach and were all kids, she felt compelled to raise awareness about this genocide.