Who We Are
Groundswell is a not-for-profit organisation that works to prevent hate, extremism and polarisation by strengthening the ties that bind communities together. Established in 2019 by Hadiya Masieh and based in London, Groundswell works across the UK and internationally, partnering with communities to build resilience, foster inclusion, and create safer, more connected societies where people can thrive.
We achieve this through a multifaceted approach driven by a network of Community Connectors who leverage their lived experience and local leadership to foster trust. They actively bridge the gap between residents, community organisations, and statutory partners, creating vital communication channels that allow for conflict resolution and improved safeguarding.
Alongside our community-based work, we deliver training and educational programmes that build critical thinking, digital resilience and safeguarding awareness. We also provide social prescribing services that connect people with local support and promote financial resilience through innovative digital tools, helping individuals and communities build greater independence and long-term resilience.
Our Vision
Groundswell is planting the seeds for a future where strong, united, and compassionate communities are the norm. Where we have more humanisation and less polarisation. Where we are defined by what we do and not who we are. Where every person is free to achieve their full potential and inter-connected communities act as a bulwark against hate, suspicion and exploitation.
This is an ambitious vision and we do not expect to get there overnight, but it is one worth striving for. Like a Kintsugi bowl, we do not hide the cracks within our society or pretend the fractures do not exist. Instead, we mend them with care, patience, and purpose, turning our shared vulnerabilities into enduring strength and transforming broken connections into something far more resilient and beautiful.
This ensures that we pass on a world that is not just preserved, but profoundly improved for generations to come.
Our Method
At the heart of Groundswell lies a robust peace and community resilience-building methodology, pioneered by Hadiya Masieh and meticulously refined through decades of dedicated frontline experience countering violent extremism. This approach is deeply rooted in a profound, practical understanding of how to effectively challenge hate and dismantle harmful narratives, drawing on specialised insights into the mechanics of radicalisation and the psychological drivers that sustain hate and polarisation.
The fundamental approach relies on three core pillars that cultivate long-term social stability.
Find
When entering a community we quickly map and understand pre existing peace/bridge building initiatives and analyse what the extremism picture looks like using advanced hate mapper technology. This allows us to gain a deep contextual understanding of the communities unique problems and opportunities.
Connect
Building a network of positive actors allows us to galvanise a diverse coalition to begin working together to find new ways to maximise impact. This can be connecting activists with each other or helping them engage with public or private sector. We then help design and facilitate peace building events by connecting isolated communities with fun and engaging neighbourhood activities.
Amplify
To Amplify the impact we then provide marketing through our national and local network leveraging: local national news outlets, and social media platforms. By gathering and amplifying positive events online we provide a united presence in defiance of a media landscape full of hate .