‘We are Sikhs’ in fray for PR award in US

Perneet Singh

Tribune News Service

Bathinda, March 13

“We are Sikhs”, an ad campaign launched by the National Sikh Campaign (NSC) to sensitise Americans, has been shortlisted for PRWeek US Award 2018, considered to be the Oscars for the PR industry there.

The ad campaign is among five finalists for the “Best for a Cause” category, which recognises premier marketing communications cause, showing a worthwhile benefit to a specific community.

Other competitors in the category are corporate-sponsored ads focusing on significant issues facing the American society.

The NSC and FP1 Strategies have been nominated for the Sikh ad campaign titled, “Telling the Story of Sikh Americans: Reshaping Perceptions Through Education and Awareness”. The NSC has engaged FP1 for marketing of national effort by the Sikhs to inform Americans about Sikhism and the Sikh identity.

“Without doubt, 2017 had the most press coverage about Sikh Americans in the US. It’s an incredible feeling to know that our work has been selected among so many great corporate and non-profit causes,” Rajwant Singh, co-founder and senior adviser to the NSC, told The Tribune over phone.

“Sikhs still have a long way to go to change perceptions about them across the US, but the awareness campaign in 2017 did make a difference. We must continue on this path. The NSC has plans for 2018 as well,” he added.

Richard Cullen, executive vice-president of FP1 Strategies, said: “We are thrilled to be shortlisted for the award in a category filled with excellent campaigns that have made tremendous social impact.”