S.A.L.A.M Initiative is a non-profit organisation which specialises in community outreach and educating the general public on Islam. While being an organisation which aims to produce content for all communities, S.A.L.A.M has a designated focus to new Muslims and newly practicing Muslims. Damaging media narratives which target Islam and Muslims and the resurgence of Islamic political extremist movements (as well as right wing political radicalism in recent years ) has left many Muslims/non-Muslims confused as to what Islam is on a basic level. From this angle S.A.L.A.M attempts to ‘deconstruct false narratives and reconstruct purer mindsets.