Geoffrey Garin, who also served as the pollster and strategic advisor to Priorities USA, the super PAC supporting President Barack Obama's re-election in 2012, will take an in-depth survey of feelings and misperceptions towards Sikhs for the newly formed National Sikh Campaign (NSC).
This research will lay the foundation for the largest promotion of Sikhs in the western world coordinated by NSC with messaging that will deliver new information and visuals that can positively change attitudes toward Sikhs.
Gurwin Singh Ahuja, executive director of NSC who was part of Obama's two election campaigns in Ohio, said, Sikhs have been part of American scene since they first immigrated to North America 100 years ago.
"There is no one better than Garin to properly conduct a study that can show how Sikhs can dispel the misperceptions about our community and portray us as part and parcel of American society," he said.
Dr. Rajwant Singh, chairman of Sikh Council on Religion and Education (SCORE), said, "Garin will head an unprecedented campaign that will examine Sikhism and its current place within the American psyche."
The study "will help us tailor our message effectively and help us launch the biggest PR campaign for Sikhism and Sikhs in America", he said.
"It will create a conducive environment for Sikhs to rise politically, socially and economically even more."
Currently president of Hart Research, Garrin has undertaken landmark policy research for many of the America's leading foundations and educational institutions on a wide variety of issues.