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.