The National Sikh Campaign is a leading nonprofit dedicated to ending misguided discrimination and violence against Sikh Americans by educating the country about the many contributions the Sikh population makes to the United States.
Since the 9/11 attacks, Sikh Americans have been the target of discrimination, intimidation, harassment and hate crimes because of a collective misunderstanding of what the turban means in the Sikh faith. These attacks and incidences of violence can be attributed in part to the fact that a majority of Americans, 60 percent, admit to knowing nothing at all about Sikh Americans. Further, 66 percent of Americans have never interacted with a Sikh American. The National Sikh Campaign (NSC) hired us to manage and execute a national campaign called We Are Sikhs to inform Americans about their Sikh American neighbors.
We managed a prominent earned media, grassroots and advertising We Are Sikhs campaign. Our campaign focused on driving the message that Sikh values align with American values. To effectively tell the We Are Sikhs story and gain momentum around the campaign, we rolled out a national, multiplatform launch – including national TV advertisements, grassroots and surrogate activation and digital advertising. After the national launch, the focus was shifted to communities with large Sikh populations, namely Fresno, CA and Phoenix, AZ. The Fresno campaign was then used to test whether measurable opinion changes could be driven at the local level. Throughout the local and national campaigns, we proactively hosted events, engaged left-of-center and right-of-center influencers, rolled out robust digital and television advertisements and secured vast amounts of earned media.
We effectively executed a We Are Sikhs campaign that provoked a measurable change in the way Americans view the Sikh community. Post-campaign polling showed double-digit increases in those who associated positive qualities with Sikh Americans in a variety of ways. The polling showed a 12-point increase among those surveyed who responded that Sikh Americans “generally have American values”; a 14-point increase from the pre-campaign to the post-campaign survey in those who say that Sikh Americans “are generally patriotic”; and a nine-point increase among those polled who say that Sikh Americans “believe in equality and respect for all people”. Further, post-campaign polling showed an 11-point increase in respondents who knew at least something about Sikh Americans. Our work with NSC with awarded with PRWeek’s 2018 “Best for a Cause Campaign,” one of the highest accolades in the industry.