New York sources reported that “We Are Sikhs” campaign received the top 2018 PRWeek US award in the category of Public Cause. Meanwhile the campaign launched last year on Baisakhi by the National Sikh Campaign (NSC) and executed by FP1 Strategies, won the award for effectively projecting the Sikhs as neighbors and everyday Americans who face discrimination due to ignorance of their faith.
Accordingly the PR Week US awards are nicknamed the “Oscars of the Public Relations Industry”. NSC co-founder Rajwant Singh said “It is indeed a great victory for the Sikh community across the US. 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.”
Meanwhile 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”. Further the $1.3 million
for the campaign was raised mostly by Sikhs, with some Hindus also making notable
contributions and the campaign told the stories of Sikhs through online and TV
advertising and amplifying them via emails to journalists and community events
nationwide.
