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'We Are Sikhs' campaign wins top US award for creating awareness of Sikhism

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Nimrat Kaur
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'We Are Sikhs' campaign wins top US award for creating awareness of Sikhism
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We Are Sikhs campaign wins US award, creates awareness on Sikhism ‘We are Sikhs’, a campaign to create awareness of Sikhism in the US and fight prejudice has won a top award for excellence in public relations programming to promote public causes. The campaign was launched last year on Baisakhi by the National Sikh Campaign (NSC) and executed by FP1 Strategies. It won the award as the campaign projected the Sikhs as neighbours and everyday Americans who face discrimination due to ignorance of their faith. "It is indeed a great victory for the Sikh community across the US," NSC co-founder Rajwant Singh said. "Countless Sikhs have had to face bullying, discrimination, and hate crimes due to the lack of understanding of our faith and our values. Our community decided that we needed to communicate effectively with our fellow Americans." The judges commented that the "provocative campaign that really broke through" and "put a face on one distinct minority group" and noted "the real humanity in the execution", PRWeek magazine said. The $1.3 million was raised for the campaign mostly by Sikhs. The campaign told the stories of Sikhs through online and TV advertising and amplifying them via emails to journalists and community events nationwide. "The campaign drove online conversation that reached more than 5.5 million voters and gained the attention of many of Washington's most influential organisations. "A post-campaign poll proved the group moved the needle, with significant increases in the percentage of people who knew more about Sikhs and said the group had 'generally American values,' believed in 'equality and respect for all' and were 'patriotic'," PRWeek said. -PTC News-
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