August 5, 2012
Attack at the Sikh temple in Oak Creek
Six worshippers were killed. The Foundation history connects the campaign to this attack and to the founder’s childhood memories of discrimination for wearing a patka.
Foundation origin campaign
#BeProud began as a response to hate.
After the August 5, 2012 attack on the Sikh temple in Oak Creek, Wisconsin, the Foundation created a public campaign for dignity, identity, solidarity, and belonging.
The campaign launched on November 11, 2012, carrying a direct message: stop hate, build hope, and never ask people to hide who they are.
Campaign origin
A national campaign grew from a defining moment.
#BeProud was not a generic diversity landing page. It was a named campaign born from a specific act of violence and the founder’s own experience with discrimination.
November 11, 2012
#BeProud launched nationally
The campaign launched through television and social media with a call to stop hate, build hope, and accept people for who they are.
Historical participation
Public voices joined the call
Deepak Chopra, Jay Sean, Priyanka Chopra, and members of the Nelson Mandela family were among the public figures connected with the campaign.
What #BeProud stood for
Stop hate. Build hope. Protect belonging.
#BeProud asks people to reject fear and discrimination, celebrate identity, and stand publicly with communities targeted by hate.
Name hate instead of normalizing it
The campaign asked people to confront discrimination openly and stand with communities targeted because of identity or belief.
Build solidarity across communities
The message moved beyond tolerance toward dignity, belonging, public support, and constructive action.
Make identity visible
The campaign brought public voices together to reject hate, celebrate identity, and show targeted communities that they were not alone.
Turn awareness into participation
Read and share the campaign, explore related advocacy, or bring a thoughtful anti-discrimination partnership to the Foundation.
Campaign film
Watch the #BeProud campaign film.
The film brings together the voices, purpose, and public message that launched the campaign.
Campaign coverage
Explore coverage of the campaign and its launch.
Read reporting and first-person accounts that document the Foundation’s origin and the public response to #BeProud.
TechCrunchNovember 2012
The Weekly Good: Gurbaksh Chahal, BeProud.org and Putting an End to Hate
Coverage of the #BeProud launch and the Foundation origin after Oak Creek.
Open sourceLook to the StarsNovember 2012
Stars Make a Stand Against Hate Crimes Following Sikh Massacre
Coverage of public participation in #BeProud.
Open sourceEntrepreneurNovember 2012
What I Learned Starting a Foundation
A founder account connected to the Foundation launch.
Open sourceParticipate now
Carry the message of #BeProud forward.
Share the campaign, explore the Foundation’s advocacy work, or bring us a partnership idea that strengthens dignity, belonging, and solidarity.
Read the complete #BeProud campaign
Explore the Foundation origin story, campaign message, public participation, film, and related coverage.
Explore the broader advocacy work
Visit the Uvalde memorial, read #GunControlNow, and use the #EndGunViolence action tools.
Build an anti-discrimination partnership
Tell us about your organization, community, proposed activity, and the change you want to create.