National Sikh Campaign to initiative awareness campaign on Sikhism.
By Raif Karerat
WASHINGTON, DC: Most Americans know very little about Sikhs and many feel uncertain or anxious when in the presence of a Sikh, according to a study by Hart Research Associates, in conjunction with the National Sikh Campaign.
Geoff Garin, president of Hart Research, and Gurwin Singh Ahuja, co-founder of the National Sikh Campaign, disclosed in a webinar that during one portion of the study, Hart researchers exposed participants to a series of photos showing Sikh men and women In order to better understand how Americans react to individuals of Sikh descent. The common assumption was that the individuals in the photos were of Indian descent; many assumed they were Middle Eastern.
“I’ll say it — you just think they’re Muslim. I do,” said one participant. Others admitted to feeling “wary,” “nervous,” or “cautious” of men or women adorned by turbans.
According to Ahuja, the data extrapolated from the study will be used to shape an upcoming media campaign to improve the public’s knowledge of Sikhism.
The research demonstrated that Americans are receptive to learning about Sikh culture, beliefs, and people. Knowledge about Sikhism “significantly enhances warm feelings … and substantially increases the degree to which Americans believe Sikh Americans possess positive qualities.”
Ahuja was unable to provide any details regarding the impending media blast, but stated he was “confident about the usefulness” of the research, which provides “a clear roadmap on how to communicate.”
When asked whether he believes a communications campaign could generate backlash, Ahuja responded resolutely: “No, I really don’t.”
Ahuja also told the assemblage reporters that that AKPD, a media consultancy founded by president Barack Obama’s top campaign managers, has been hired to facilitate the National Sikh Campaign’s future PR maneuvering.