Awareness campaign increases positive perception about Sikhs
Friday, 01/09/2017
http://epaper.dailypostindia.com/Details.aspx?id=180011&boxid=61504&uid=&dat=2017-09-01
Washington: A million-dollar Sikh awareness campaign to inform Americans about Sikhism has increased the positive perception about their religion, according to a recent survey.The month-long “We are Sikhs” ad campaign was launched by the non-profit organisation National Sikh Campaign on April 14 on the occasion of Vaisakhi.
The survey was carried out in Fresno, California, where tens of thousands of Sikhs live and where violence towards Sikh Americans has been occurring repeatedly in the past few years, including two deaths in the recent months. The Fresno effort included grassroots events, television ads, digital ads and significant news coverage. Since April, the campaign has been holding grassroots events in Gurdwaras across the US and airing ads and presenting Sikhs as neighbours and proud Americans on CNN and and Fox News nationwide.
The main goal of the US $1.3 million campaign was to get the information out to Americans across the nation about who Sikhs are, their belief in equality, respect for women and all religions and that Sikhism is the fifth largest religion.
According to the survey, 59 per cent of Fresno residents a clear majority say they know at least something about Sikhs who live in America. Sixty-eight per cent saw Sikhs as good neighbours and 64 per cent saw Sikhs as generous and kind.
Key Takes
The month-long “We are Sikhs” ad campaign was launched on April 14.
The campaign included grassroots events,
television ads, digital ads and significant news coverage.
The aim of campaign was to inform Americans about Sikhs, their belief in equality, and religion .
