The Sikhs in the U.S. plan to launch another nationwide campaign to generate awareness about the minority community in the country after receiving positive response to their first effort. In April, Sikhs launched ‘We are Sikhs’ campaign to spread awareness and address the misunderstandings over the minority community amid a spike in hate crimes against them, Times of India writes.
The campaign had received positive response, as it was able to generate more than 92 million impressions throughout the country, the group said in a statement. This included 6.3 million impressions through national television advertising on CNN, Fox News and Fox Business Network; 28.8 million impressions through local television advertising in Fresno, California; 10.5 million impressions through social media channels; 6.4 million impressions through digital advertising and over 600,000 followers on twitter of the campaign.
The National Sikh Campaign (NSC) also held fund-raising events in 14 cities to garner support from the community and the total cost of this campaign will be USD 1.3 million.
“With limited funding, we were able to help Americans in every corner of the country better understand who their Sikh neighbours are and what we stand for. These impressive results are a testament to the hard work that went into the campaign and we are grateful to everyone who helped tell our story,” said Rajwant Singh, NSC co-founder and senior adviser.
“I have so many stories of people stopping to tell how they appreciate Sikhs. I had a 92-year-old women come and give me hug and shared how her Sikh husband had to leave in 1928 because of the discrimination he faced. She herself supported the campaign,” said Amritpal Singh, another NSC member.
The NSC is now negotiating with a media firm connected to Hollywood to make creative videos and a reputable film company to create a documentary for the American TV stations, Times of India notes.