PROPORTION SAYING EACH QUALITY DESCRIBES SIKHS WHO LIVE IN AMERICA VERY WELL. We Are Sikhs: Our Impact. Our Story. (Rating of 8 to 10 on a zero-to-10 scale) Saw Ads Did Not See Ads They generally are good neighbors 68% 38% TELEVISION AD They generally are generous and kind 64% 41% They believe in equality and respect for all people 67% 36% PRODUCTION AND BROADCASTING They generally have American values 60% 35% eginning in April 2017, we launched IMPACT They regularly experience prejudice and discrimination 55% 35% a fi rst-of-its-kind television ad Through pre and post ad campaign They generally are patriotic 56% 34% B campaign, bringing the many surveys in Fresno, we can clearly see different faces and voices of Sikh Americans the achievements and progress of our to the living rooms of families across campaign. “We like Game of Thrones.” the country. “I’m obsessed with Star Wars.” REACHING NEW AUDIENCES: “I’ve seen every episode of Sponge Bob because that’s what my daughter likes to watch.” The ads, featuring Sikhs of different ages, 54% of Fresno residents recalled seeing or These everyday sentiments about pop culture proved to be some of the most genders, occupations, and even races, hearing something on TV or in the media memorable quotes from Sikh Americans in our television ads. focused on the values Sikhs represent, about Sikhs in the United States. Most the meaning behind the turban, and the were able to recall seeing commercials In order to ensure our ads were clear, compelling, and memorable, we partnered Sikh immigrant pursuit of the American about how Sikhs share American values. with Hart Research Associates to conduct a national online ad test. The survey dream. Through pre-campaign perception presented hundreds of Americans with several versions of commercials we had studies conducted by Hart Research SHIFTING PERCEPTIONS: fi lmed and produced, asking them what messages they took away from each. Associates, these themes were identifi ed Of those who saw the ads, their perception as having the greatest potential to of Sikhs as embodying American values The “funny neighbors” ad, featuring a diverse group of Sikh Americans explaining positively infl uence Americans’ feelings grew substantially. their shared values and favorite television shows, performed best. It evoked positive toward their Sikh neighbors. feelings among 73% of viewers, and also ranked as most likely to capture and hold BUILDING AWARENESS: viewers’ attention. Finding common ground, whether in television shows or values, worked: survey participants reported feeling that “Sikhs are people just like me” The messages are told through the 57% of residents who saw the ads would and “Sikhs share American values.” voices of Sikhs themselves and the ads associate a bearded man wearing a turban use more than just words to convey key with Sikhism, compared to just 26% of ideas—Sikhs are seen living out their residents who did not see the ads. values at home around the dinner table with family and out in the community. BUILDING CONNECTIONS: The proportion of respondents who said MEET AD PARTICIPANT TINA REKHI The ads reached Americans nationally that they know a Sikh American personally through placements on CNN’s New Day grew across all demographics following Tina is one of the many Sikh Americans featured in the ad and AC360, Fox News’ Special Report with the campaign, including a 23% increase campaign—she works in information technology and is a member Bret Baier, and Fox Business’ Morning with among women over 50. of the Washington Sikh Center in Gaithersburg, MD. Maria and Lou Dobbs Tonight, as well as targeting Fresno, California markets locally, WHY MIGHT THIS BE? “Appearing in the We Are Sikhs ads gave me the platform to home to one of the nation’s largest Sikh • Now more aware about Sikhs, educate, inform and change perceptions nationwide. It presented populations. The 35,000+ Sikhs who live viewers realized that they do in fact me with the opportunity to publicize the core values of Sikhs and in Fresno have experienced violence and know someone who is Sikh—they just broadcast how indifferent we are from our fellow Americans. discrimination at shocking rates, making it never made the connection. a critical community to focus on educating The day the ads appeared on CNN, I was shopping at The Home Depot with my dad. and uniting through this campaign. • Our commercials were successful I was surprised when a few strangers took the time to greet, shake hands, and talk in helping viewers connect with Sikhs to us—this is not usually the case. They didn’t recognize me from the ad they had on an individual level, a key step seen earlier; they recognized the turban worn proudly by my dad. Their smiles and in overcoming divisive stereotypes. 12 friendliness radiated tolerance and spoke volumes in making us feel accepted in our 13 very own country, America.” ONLINE ENGAGEMENT STATISTICS WEBSITE SOCIAL MEDIA WE ARE SIKHS WeAreSikhs.org National Sikh 174,856 Campaign Page Views and WEBSITE AND ONLINE ENGAGEMENT We Are Sikhs Three Pages Facebook Pages arly on in the In addition to learning about Sikh religion Average Number and culture, visitors to the site can: of Pages a campaign, we realized User Visits 73,778 Followers that despite several • Use the Gurdwara Finder to locate E the nearest Sikh place of worship sources covering the detailed 576,143 DIGITAL ADS Likes, Shares history and theological • Register to receive campaign updates and Comments nuances of the Sikh religion, and learn about upcoming events 6.2 Million on Our Posts Americans Reached Two Million there was no web content through Digital • Sign a petition against hate Video Views created specifi cally with and intolerance Ads Nationally the audience of non-Sikh 9.5 Million • Donate to help reach more Americans 4.7 Million People Reached Fresno, CA Residents Americans in mind. with stories of Sikhs in America with Targeted through Campaign Content Local Digital Ads In order to serve as a go-to learning hub WeAreSikhs.org will function as a lasting for individuals with little to no formal resource for Sikhs to direct curious knowledge of Sikhs in America, we launched new friends and acquaintances, and www.WeAreSikhs.org. for non-Sikhs to fi nd clear and accurate facts on the beliefs and identity of Sikhs The website uses language that everyone in America. can understand to tell the story of Sikhism’s TELLING THE STORIES founding and origins, answer frequently In order to engage Americans and Sikh asked questions on Sikh beliefs and lifestyle, community members where they already OF EVERYDAY SIKH AMERICANS highlight Sikhs’ contributions to the United are—on their smartphones—We Are States, and more. All content was fact Sikhs also launched Facebook, Twitter, We know that the more familiar people become with the individual checked and approved by knowledgeable and Instagram pages where Sikhs and members of an unfamiliar group, the more likely they are to see Sikh experts. non-Sikhs actively engage in supporting beyond stereotypes and reconsider prejudices. To accomplish this on the campaign and pushing our messages Inspired by the fi ndings of our 2014 to new audiences. These growing social WeAreSikhs.org, we put the faces and voices of real-life Sikhs of all ages perception study, the website clearly media communities are the fi rst of and backgrounds front and center. Through our blog, users meet Preeti conveys the alignment between Sikh their kind, dedicated to addressing and Ruby, fi rst-generation Sikh Americans and college students, Bobby, and American values including gender the discrimination of Sikhs in America the proud owner of a trucking company, and many others. equality, racial diversity, freedom of through positive stories and education. religion, equality of opportunity, and service to country and community. 14 15 We Are Sikhs: Our Impact. Our Story. SIKHS RESCUE JULY FOURTH FIREWORKS DISPLAY When the mayor of Visalia, in California’s Central Valley, mentioned to a local Sikh that the city might have to cancel their annual July Fourth fi reworks display due to GRASSROOTS fi nancial concerns, the We Are Sikhs Fresno community stepped up to ensure the ACTION AND EARNED MEDIA show would go on. The news of the Sikh community’s $10,000 donation spread quickly, and carried with fter years of it the message that Sikhs are indeed patriotic and enjoy celebrating the freedoms of information POWERFUL VOICES America alongside their neighbors of diverse faiths and backgrounds. Adding to the fi reworks display, other grassroots events across the region attracted gathering, SPEAK UP FOR SIKHS A Throughout the campaign, dozens of media attention to the campaign and fostered personal connections among Sikhs and preparation, and rollout high-profi le leaders representing a diverse fellow Americans. These included: array of political affi liations and social of the multi-faceted • A campaign launch press conference with Fresno Mayor Lee Brand, ideologies spoke out against the discrimination members of the City Council, and other friends and allies of the community. We Are Sikhs campaign, of Sikh Americans in forums ranging • We Are Sikhs’ sponsorship of a Fresno Grizzlies minor league baseball game, from town hall meetings to Twitter. with a young member of the Sikh community throwing the fi rst pitch and dozens one of the most exciting of Sikhs carrying the American fl ag out onto the fi eld during the national anthem. components was the support These included: • We Are Sikhs’ sponsorship of a cultural exchange event in Selma, attracting 400+ attendees David Axelrod, Melissa Rogers, who learned about Sikhism and other religions and cultures through food, dance, and conversation.