One day at the White House…
Our story with the National Sikh Campaign begins at the White House in 2015. We were working on a campaign as part of the Know Your Neighbor coalition, when we met Gurwin Ahuja, one of the founding leaders of the National Sikh Campaign. As a Sikh, he had experienced discrimination first hand, and he set out to make a difference for Sikhs and all Americans.
Gurwin and his team had scoped some in depth research to understand why most Americans misunderstand Sikhs, even though Sikh values are American values. They needed a partner to bring their research to life as a story online. Yellow Line was the perfect mix of storytelling and digital experience, so we forged a strong partnership.
We take research seriously, so we rolled up our sleeves and dug into the deep report that Gurwin brought us. The research made it clear that most Americans were unaware of Sikh values such as equality, diversity, freedom of religion, and service to country. Further, many Americans see the Turban as a threatening symbol, when it actually stands for defending Sikh values, American Values.
Humanizing the Conversation
The story of American Sikhs is the story of all Americans. A people seeking freedom, and the right to live what they believe. We knew that we could reach people with the message that Sikh values are American values by humanizing the issue. Our creative approach to the story presents the people behind the turban, and how they live their American life, while staying true to their beliefs.
Take a look at the resulting video result below. The campaign was a hug success, not only did it win the PRSA Gold Award, but also changed lives for the better.