Engage Muslim communities with understanding, not assumptions.
Research, messaging and compliant outreach for political campaigns, councils and public bodies in the UK and US.
In short: Wusul helps political parties, candidates, councils and public bodies understand and engage Muslim communities in the UK and US. We research what communities care about, test messages, and run outreach through trusted creators, community partners and paid media that follows political advertising rules. We do not target people by religion.
Muslim communities are not one bloc. They differ by heritage, generation, place and priorities, and their civic participation is growing from the local level up: in the US most Muslim elected officials serve on city councils and school boards. Engagement that treats them as a single vote, or reaches them only at election time, is noticed.
Sources: ONS, Religion, England and Wales: Census 2021; CAIR Action, 2026 Directory of Muslim Elected Officials; ISPU, American Muslim Poll 2025 (self-reported registration); Pew Research Center, Faith on the Hill 2025 and KTVU for the fifth member.
Four services, one plan for your campaign
Community research and insight
What communities care about, in their own words: research, social listening and message testing before money is spent.
- Community and audience research
- Social and search listening
- Message testing
- Measurement and reporting
Compliant outreach
Paid media, creators and community partners, run within political advertising rules and data protection law.
- Meta, Google, TikTok and Snapchat ads
- Creator and community partnerships
- Ad authorisation, disclaimers and imprints
- Server-side tracking with consent
Content and creative
Messages and creative that speak to communities with respect, in English and Arabic.
- Campaign creative
- English and Arabic localisation
- Explainers and FAQs
- Content for community partners
Engagement planning
A year-round plan, not an election-week scramble, with the moments that matter to communities built in.
- Year-round engagement calendar
- Ramadan and Eid moments
- Consultation and public health campaigns
- Voter registration campaigns
Why campaigns and public bodies choose a specialist
Not one bloc
Heritage, generation, place and priorities vary. Research comes before messaging, and messaging is tested before it is spent on.
Religion is protected data
Under UK GDPR, religious belief and political opinion are special category data. Meta and Google do not allow targeting by religion. Outreach has to be built on context, places, partners and consent.
Trust outlasts the campaign
Communities remember who engaged them only at election time. Year-round listening, and the right moments in the Islamic calendar, build trust that lasts.
Understand. Reach. Retain.
Every engagement runs in this order.
Understand
We start with research: what communities care about, which channels they trust, and what they think of you now.
Reach
We test the message, build the creative and run outreach within the rules, with measurement in place from day one.
Retain
We keep the relationship going between campaigns and report honestly on what changed.
What to ask a partner before you start
| Question | Why it matters | How Wusul answers |
|---|---|---|
| Will you target people by religion? | Religion is special category data, and Meta and Google do not allow it. | No. We reach communities through context, places, creators and partners. |
| Are your ads compliant? | Political ads need platform authorisation and a "paid for by" disclaimer, and UK digital material needs an imprint. | We set up authorisation, disclaimers and imprints before launch. |
| Do you treat Muslims as one vote? | Communities differ by heritage, generation, place and priorities. | Research and message testing come first. |
| How will you measure it? | Reach alone says little about trust. | Research before and after, plus campaign results against agreed goals. |
| What evidence do you publish? | A partner that understands communities can show its research. | Our Islamic calendar, the Islamic Charity Index and our insights. |
Built on work for leading organisations
Our team has delivered work for Human Appeal USA and Al Jazeera 360 through current and previous roles. We publish our own research on the sector: the Islamic Charity Index, the Islamic giving calendar and our insights.
Frequently asked questions
Do you work with political parties and candidates?
Yes. We work with parties, candidates and campaigns, as well as councils and public bodies, that want to understand and engage Muslim communities honestly and within the rules.
Can you target Muslim voters on Facebook or Google?
No. Meta removed detailed targeting options based on religion in 2022, Google does not allow personalised ads based on religious belief, and in the UK religious belief and political opinion are special category data. Outreach is built on context, places, creators, community partners and consent.
How many Muslim elected officials are there in the US?
CAIR Action's 2026 directory identified 255 Muslim elected officials and judges in 26 states, a record. Most serve locally, on city councils and school boards. There were five Muslim members of Congress in 2026.
How many Muslims live in the UK?
The 2021 Census counted 3.9 million Muslims in England and Wales, 6.5% of the population, up from 2.7 million (4.9%) in 2011.
Do you work with councils and public bodies?
Yes. We help councils, health bodies and public services reach Muslim communities for consultations, public health campaigns and service changes.
How much does it cost?
It depends on the scope of work and your media budget. We scope each engagement after a short call.
Raising funds for a charity? See our pages for UK charities and US nonprofits.