Sikh Awareness Tour: Summary
of Dr. Navinderdeep Singh (Nijher)

Sept 4 - 11

Jagjot Singh
SikhComm

The Sikh Awareness Tour with Dr. Navinderdeep Singh Nijher was an unqualified and resounding success.

Spending a total of 8 days on the road, we spoke in 14 different cities and in front of 20 different organizations and communities. Nearly 20 television stations, 8 newspapers, and 8 radio stations interviewed us and carried Dr. Nijher's story.

The audiences represented the enormous diversity of America. We spoke before Rotary Clubs and Chambers of Commerce representing the business community, Jewish and Christian audiences, townhall gatherings, African American gatherings, Senior Citizens and many more groups. In each setting, Dr. Nijher was able to connect with and captivate the audience, leaving every setting with a standing ovation and more importantly, a newfound thinking about Sikh Americans. In every situation, the mainstream American audiences had a wrong impression about Sikhs and their appearance before the presentations.

We found that Americans still equate the turban and beard with Muslims and Middle Easterners. They still do not know that Sikhism is a religion and are surprised to hear people with dark skin and a turban speak perfect English with no accent, and somehow believe that a turban is a negative.

In connecting with audiences, Dr. Nijher immediately established himself as a Sikh American, telling people of his education through the American school system and of his participation in everyday sports and activities. With no hint of an accent, Dr. Nijher came across as every other American child growing up in this country. He made it a point to tell people that he is no different from many other Sikh children attending school in this country. He then proceeded to relate the events of Sept 11th.
One major point emphasized was that at ground zero he was working in a secure area accessible only by security clearance. Not once did the FBI, NYPD, FYPD or anyone else question his turban, his nationality, his appearance or his loyalty to America. And yet that same tolerance and acceptance of diversity at ground zero did not carry forth to the streets of America, as witnessed by the hate and harassment directed at the Doctor and the rest of the Sikh community nationwide.

Using the pulpit to discuss his appearance, the doctor used the opportunity to educate fellow Americans, stating that 99% of people in the US wearing turbans are Sikhs. Stating that Sikhism is the fifth largest religion in the world, founded on the same principles that the American constitution was founded upon. He made it clear that Sikhism is not associated with Islam or Hinduism and emphasized how Sikhs are a productive part of everyday society in America.

It was clear after his speaking engagements that the audience walked away with a new respect for Sikhs. Dr. Nijher challenged the audience to step forward when they see an injustice being committed against fellow Americans of the Sikh faith. The audience responded extremely favorably, many wanting the Doctor to return and speak again, or to speak before other groups.

In the end, we had more than a dozen invitations to speak to groups across America. In our travels, we also had an opportunity to visit with many Sikh communities across America. The doctor challenged Sikhs across America to become more proactive and integrate with society in order to educate and help dispel myths associated with Sikhs. As an example, Dr. Nijher said every Sikh parent with a child in school can start by visiting the teacher and principal numerous times during the year, using the opportunity to get on a first name basis with the teachers and educate them about the child's religious upbringing. The doctor also said that with fire and police stations everywhere in America, Sikhs could pay frequent visits to our public safety officials, bringing them food and establishing goodwill in the community. Again, teachers and public safety officials are all influential members of our society that if educated can help dispel myths.

This tour was the first professional "Press Tour" of it kind for the Sikhs in the US. To some Sikhs the benefit of such a tour was not apparent in the beginning and comments ranged from "what is the need since there is no problem in our town" to "what benefit would we get" to "why does this tour need so much money."

Our visits during the tour made it abundantly clear that there is a serious misconception regarding Sikhs in the US. As to the benefit, more than $850,000 worth of media coverage was obtained regarding Dr. Nijher's story across the country on television, newspapers, magazines and radio. As an example, a 4-minute spot (equal to eight 30 second commercials) during the Noon news at KNBC TV Los Angeles would cost approx. $125,000 - which we got for FREE since we knew how to position and create the story around Dr. Nijher. Also we were able to get an unedited, live 4-minute story versus the typical 90-second edited story. Then there was the cost of the tour. To speak at 20 gatherings in 14 cities in 8 days required precise planning and coordination of plane flights, hotels, cars, media editorial sessions and speaking engagements.
Prior to the tour, a month was spent planning and contacting different organizations and media. While the press tour was in progress, behind the scenes people were working the fax machines and emails to various media requesting information as well as handling telephone inquiries, dealing with last minute schedule changes, and media relations.

Typically a press tour of this magnitude costs $80,000 to $100,000. We were able to do it for approximately $25,000. At the end, creating more than $850,000 of benefit for approximately $25,000 in costs is a great financial return. Of course this tour would not have been possible without the financial support of the Sikh community.