Our Organisation

S.A.L.A.M Initiative is an 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.


Our mission concentrates on five clear areas:

1- Deconstructing false narratives
2 - Reconstructing pure mindsets
3 - Challenging misconceptions of Islam
4 - Making an intellectual case for Islam
5 - SALAM aims to promote Islamic revival and cohesion within diverse Muslim communities by promoting the correct understanding based upon agreed principles

An introduction to S.A.L.A.M


Muslims living in the West are taught many different things and expected to follow societal, religious and sometimes familial guidelines.

S.A.L.A.M attempts to unpack Western ideologies and compare/contrast them with Islamic ones to create an atmosphere of critical thinking which aims to empower people to make informed decisions on moral and theological issues. In addition to this S.A.L.A.M attempts to simplify Islamic teachings for easy comprehension and provide avenues for the development of Islamic scholarship. S.A.L.A.M will do this through a series of academic publications which will be regularly posted, as well as video material and specialised programs.


monthly reach

Our videos reach over 3 MILLION people per month

total reach

Our total reach is more than 45 MILLION people!


Across all our youtube channels, we have over 400,000+ subscribers!


We reach over 100 different countries via our channel