Drive to change perception about Sikhs in the US

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 NGO National Sikh Campaign on April 14 on the occasion of Baisakhi, a holy day for the community.

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 Fox News nationwide.

The main goal of the USD 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% of Fresno residents – a clear majority – say they know at least something about Sikhs who live in America.68% saw Sikhs as good neighbours and 64% saw Sikhs as generous and kind.

“Despite tense race relations and an extremely polarised political environment, the drive has made headway in creating awareness of Sikh Americans,” said Geoff Garin, president of Hart Research Associates.