“Hate has no place in Salford” was the message from hundreds of big-hearted charity workers, councillors and law enforcement representatives as they descended on Media City for the launch of a new scheme aimed at tackling hate crime in the city.
Over 100 people have signed up to become Hate Crime Reporting Ambassadors and will act as trusted points of contact within their communities and workplaces, bridging the gap between victims who may be reluctant to report incidents to the police and the authorities.
A hate crime is a criminal offence perceived as motivated by hostility or prejudice towards someone’s identity, specifically targeting disability, race, religion, sexual orientation, or transgender identity, and can include assault, harassment or property damage.
Around 95 incidents of hate crime in Salford were reported to Greater Manchester Police on average each month in 2025, according to force data.
Denee Cassidy, Cohesion and Resilience Lead for Salford City Council, worked to launch the scheme and drive participation among local community groups and authorities. She hopes the initiative will empower more people to report incidents of hate crime.
“We realise that there’s under reporting. So, it’s about trying to get people to their trusted people within their communities that they really respect and like, and then just them being able to then report.
“Ultimately, we want people to feel safe, secure and see them live a happy life in their communities. I’m blessed and privileged to have so many people put themselves forward to become hate crime reporting ambassadors. We have around 112 across Salford, with more looking to volunteer.”
At the launch, Sara Radivan from the Board of Deputies of British Jews spoke eloquently about the importance of the campaign – and noted that in the wake of the terror attack on members of the Jewish community in Crumpsall, it is paramount people feel comfortable reporting acts of prejudice.
She said: “I’ve never hidden the fact that I’m Jewish, I’m very proud to be Jewish and very proud to be British. When I received an invitation to be a hate crime ambassador, I thought why not? It’s an opportunity to improve the city of Salford, Greater Manchester, the UK and the World.
Glancing around the conference space filled with people hoping curb hate crime in Salford, Sara expressed her optimism for the campaign.
“We have to keep reminding ourselves that there actually are more good people in the world than bad, and we’ve got a great selection of people here who are hate crime ambassadors and, if all of us can keep pushing the message that there is no place for hate here and hate has no home in Salford, that will get passed on from person to person.”
Broughton councillor Maria Brabiner attended the event on behalf of Salford Loaves and Fishes, a charity which provides comprehensive care ranging from vision care to citizens’ advice to homeless, vulnerable and socially isolated Salfordians.
Coun Brabiner talked enthusiastically about her role helping the charity’s clients and said she jumped at the opportunity to act as a “figure of support” outside their Langworthy drop-in centre.
“At Salford Loaves and Fishes, we have got our name badges on and people feel they can come up to us. As a councillor outside of the charity, sometimes people ring me to report incidents in Broughton.
“Through the Hate Crime Reporting Ambassadors scheme, I will be an official point of contact to report things to the police. It’s great that 100 other people have come forward.
“I’m born in Salford and it makes me proud of Salford that so many have got involved – I really am proud, it’s been a wonderful event.”
One of the standout contributors at the conference was Bolu, a volunteer with Migrant Haven, a charity that provides support and guidance to migrants and ethnic minority communities seeking employment.
He explained the charity joined the scheme after witnessing the adverse impact of “far-right behaviours in Salford and across Greater Manchester” on the people they support.
“I work with a lot of people who experience racism, experience hate crimes and sometimes they don’t know what it is, or how they can report it, and that’s where we come in as an ambassador.
It’s great because you’re a voice for the voiceless,” he explained. “You can help people, amplify their voices and help them feel safer in the community. We want a cohesive community. Salford is a city of sanctuary, and we want people to feel that they’re part of that community.”
Ordsall Councillor Brendan Keville was overjoyed at the Hate Crime Reporting Ambassadors scheme being launched. Enjoying a coffee and a sandwich surrounded by people who “exemplify the Salford Spirit,” he described the impact he envisions the campaign will have.
“I’m really pleased to have got along to the launch and to hear some of our volunteer ambassadors was really inspiring.
“It’s great to see that a hundred people have signed up to make it more accessible to report hate crime in Salford, I think it is going to be a really important service in the city,” he said.
“Individuals who are the victims of hate crimes and harassment may feel that they are unable to go and approach the authorities. Particularly if you come from somewhere else and have fled from oppression from authorities where there are unacceptable crimes taking place, the ambassadors provide a new channel for people to have their voice heard.”
Anyone who experiences or witnesses a hate crime is encouraged to come forward. Reports can be made directly to the police online at www.gmp.police.uk/hatecrime or by calling 101, or 999 in an emergency. For more information about Salford’s Hate Crime Reporting Ambassadors, visit www.salford.gov.uk/hcra.
