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HindustanTimes Fri,22 Aug 2014

South Asian community praises Gap's response to defaced poster

Vancouver Desi   November 27, 2013
First Published: 16:53 IST(27/11/2013) | Last Updated: 16:54 IST(27/11/2013)

The clothing line's 'Make Love' campaign has already received an outpouring of support from the Sikh community when it was initially launched last week. A Facebook page titled "GAP,Thank you for featuring a Sikh model in your "Make Love" campaign," was also created on Sunday.

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A letter posted to its timeline states, "The Sikh community has struggled with making everyone aware about its faith, values and culture. Sadly, very few people recognise that articles of faith such as turbans and unshorn hair, are an integral part of the American way of life for Sikhs that live and work here. Since 9/11, Sikhs have been victims of numerous violent hate crimes."

"The community has tremendously benefited from the attention it has received through Gap's marketing campaign," the letter added. "By placing a Sikh model in prominent locations on billboards, direct mail advertising and digital channels, you have raised the profile of Sikhs in ways the community couldn't have accomplished with its limited resources."

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