A Sikh nationwide campaign launched across America to generate awareness about the minority community in the country has won a top US award for excellence in public relations programming to promote public causes. In April, "We are Sikhs" ad campaign was launched by the non-profit organization National Sikh Campaign (NSC) to inform Americans about their religion amid a spike in hate crimes against the minority community in the country. The campaign which was executed by FP1 Strategies won the award for effectively projecting the Sikhs as neighbors and everyday Americans who face discrimination due to ignorance of their faith. The campaign received the top 2018 PRWeek US award, nicknamed the "Oscars of the Public Relations Industry", in the category of Public Cause. Rajwant Singh, co-founder and senior adviser of NSC stated;
It is indeed a great victory for the Sikh community across the US. I would like to thank each and every individual who contributed towards making this campaign a grand success," said Rajwant Singh, co-founder and senior adviser of NSC.
Countless Sikhs have had to face bullying, discrimination, and hate crimes due to the lack of understanding of our faith and our values.The USD 1.3 million for the campaign was raised mostly by Sikhs, with some Hindus also making notable contributions. https://www.youtube.com/watch?v=vXErPzsqRu8 The TV advertisements showed Sikhs as American neighbors going about their daily lives, professing patriotism and national values, but also sharing a love for the TV series "Game of Thrones" and the children's show "Sponge Bob Square Pants" to counteract the mistaken negative perceptions because of their turbans and beards. The advertisement was among the five finalists for the 'Best for a Cause' award. The award was presented in New York last week. It highlighted the contributions of the Sikhs to the American society leading to significant increases in the broader public's knowledge and understanding of Sikhism.
news credits: ians