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Amal was born out of conversations between Wafic Saïd, Chairman of the Saïd Foundation, and its former CEO, Catherine Roe. They were deeply concerned about the way Muslims are portrayed in the UK, how this affects their daily lives and its adverse impact on social cohesion. Inspired by a visit to London’s Jewish cultural centre, JW3, a decision was made to explore an arts approach to growing understanding of British Muslims and their sense of belonging in the UK.

As the only initiative using a multiple arts and location approach focusing specifically on Muslims, over its seven-year journey Amal developed assets which made it uniquely placed to help Muslims in the UK, as individuals, artists and communities, to realise their immense creative potential. It was trusted by Muslims of widely differing backgrounds as well as by non-Muslims. It built a community, which it consulted, convened and connected, of partner organisations, artists, advisers and other supporters. It became a known brand in its key locations and with many arts organisations. It always prioritised learning, based on robust evaluation, and developed its work on the basis of its learning. 

Amal's purpose was to change the narrative around Muslims in the UK to one that is confident, diverse and just.
Its mission...

was to grow opportunities for the UK’s Muslim communities to realise and express their full creative potential and to share and celebrate this creativity with others.

Its vision...

was a Britain in which Muslims are fully and fairly represented, equally valued, and celebrated for their rich and diverse contribution to British life.

Its values...

were social justice, compassion and conviviality.