YUBA CITY, California, USA—350 Sikhs came together to support National Sikh Campaign’s media initiative to educate Americans about Sikhs and Sikhism. They raised $135,000, a substantial amount, to fund the drive to create awareness about the community nationwide. A large contingent of the Sikhs came from Sacramento and Roseville area to join in this gala event.
Sikhs have faced hate crimes and violence since 9/11 and in the recent weeks, two Sikhs have faced violence and hate filled rhetoric in California itself. Balmeet Singh of Bakersfield had alcohol thrown on his face and turban, and another Sikh Maan Singh Khalsa, an IT official, was attacked in Richmond, CA, and his attackers cut his hair, an article of faith for Sikhs, and his finger and also injured his eye. In both instances, attackers accused these Sikhs of being either terrorists or part of Taliban.
National Sikh Campaign, a non-profit organization and a non-political entity, has engaged President Obama’s media team, AKPD, to develop 30 second ads on Sikhs to run on TV media and social media nationally. This was done under a strategic plan designed by Hillary Clinton’s former Chief Strategist, Geoff Garin, who also develops strategic plans for Harvard University and the World Bank. NSC also has Mitt Romney’s strategic team preparing a video revealing fine points about Sikhs and Sikhism. NSC plans to run these ads on National and local TV channels, along with on social media.
Devenderpal Singh of Indian Idol fame enthralled the audience with his melodious voice and gripping songs. Dr. Jasbir Singh Kang welcomed the guests and said, “This effort is our community’s collective drive to reach out to our fellow Americans. It is important that America knows how much we love this nation and that we have been a part of the American fabric for over 100 years. Our values are the same as American values.”
Many city officials and county wide political leaders came to support the Sikh community. Karm Singh Bains, son of a famous farmer and a community leader, Didar Singh Bains, introduced the District Attorney, Amanda Hopper and many other political leaders including the police chief who were present at the occasion. Among others were Preet Didwal, a Punjabi City council member and Kash Gill and Tej Mann, former city council members.
Yuba City is home to many gurdwaras in the Northern California region and is also known for its Sikh farming community which collectively own large almond, peach and raisin farms. In the last two decades, many Sikhs have established their might in the medical field, trucking industry and small business ventures. Some of the earliest migration of the Sikhs to Yuba City dates back to the early 1900s. Karm Singh Bains said, “We are very proud that all the various Punjabi and Sikh organizations, different groups and gurdwaras have come together for this cause and it has created a sense of unity in the community.”
Dr. Rajwant Singh, Co-founder of the National Sikh Campaign and the Senior Advisor to NSC, gave details during the event of the roadmap of the campaign and its strategy to reach out to all Americans. He said, “We are very thankful to the Yuba City Sikh community for showing their support and we are confident that we will reach the goal of raising $1.3 Million within this year.” He added, “This effort has brought a sense of the togetherness within the Sikh community across the nation. Everyone feels connected to this campaign.”
Hardeep Kaur Singh, an organizer of the event, said, “This is the first time that this large an amount was raised in a single event”. Dr. Jasbir Singh Rangi from Roseville, said, “We are very impressed by the incredibly professional approach of the National Sikh Campaign to tackle a very difficult issue facing the Sikh-American community. Hiring the top marketing and messaging experts is the need of the hour.”
Jivan Singh Achreja presented the strategic plan of the National Sikh Campaign and its organization throughout the nation. Siri Pritam Kaur Khalsa, local organizing team member, thanked the audience for joining in the program.
Sukh Sidhu, one of the organizers, said, “This is for our future generations and for our collective safety and well-being.”
Kulwant Singh Johl, a prominent farmer and local leader, added, “This initiative is very important because it has the potential of raising the profile of the Sikhs in a very positive manner.”
Inderpal Singh, NSC board member from Seattle, said, “We are overwhelmed by the response of the Sikhs from all over. We are making sure that we maintain the confidence of the community in this project. All funds being raised will strictly be used to pay for the media spots and all donations are being professionally handled and are being audited. “
Other members of the team which put together this event were: Dr. Rupinder Brar, Hardeep Singh Dhadli, Harjeet Singh, Siri Pritam Kaur Khalsa, Mrs D.K. Deol, Sukhjeet Kaur Kang, Kulwant Singh Johl, Dr. Inder Singh Bhatia, and Dr. Jaiwant Kaur Rangi from Roseville. Members of the Punjabi American Heritage Society and Punjabi Women’s Organization helped the event planning. Gurdwaras of Roseville and West Sacramento Gurdwara supported the effort.
The National Sikh Campaign has been gaining momentum in the past few months as it steadily reveals its sophisticated ads, website, and cutting edge research to select cities across the country. This growing organization has organized successful fundraisers in San Francisco, Los Angeles, Seattle, Denver, Durham, Visalia, and in Seattle already within this year and is inching towards its goal of raising $1.3 million to run the ad in early 2017.
National Sikh Campaign is planning similar fundraisers in Fresno, New York, and many other cities across the nation.
