This New Year’s Day, a group of dedicated Sikh Americans made history. 50 million Americans turned on their TVs to see Sikh American history and Sikh Americans who have committed their lives to service in the first-ever Sikh float at the Rose Parade. We are deeply grateful to the work of Rashpal Singh Dhindsa of United Sikh Mission, Khalsa Care Foundation, SikhLens, and Minu Kaur Singh, the float’s creative director, for turning an ambitious vision into a reality.
SALDEF not only conducted outreach to broadcasters at the event, which included ABC, HGTV, NBC, and the Hallmark Channel, we also managed media outreach before, during, and after the event, securing opportunities for the Sikh float team to share their 125 year long heritage and Sikh values, like seva and chardi kala.
More than 30 separate media placements were secured in online, print, and broadcast coverage. Moreover, over 1,700 of our fellow neighbors visited SALDEF’s website to learn more about Sikh Americans and Sikh American history in a single hour. 
The Rose Parade effort speaks to the power of SALDEF’s Media Initiative and how it can give Sikh Americans the opportunity to tell their stories and generate major Sikh American awareness, while empowering community leaders to build their own voices and rapport with the media. Thank you for your
support of our media work, and for supporting for the team that will continue to lead high impact awareness campaigns. Learn More About SALDEF’s Media Initiative:
Feature Coverage Examples: ABC ABC 7 Los Angeles KPCC (NPR Affiliate)
KTLA Chapman University Blogs Fontana Herald-News Hindustani Times Huffington Post India West The Journal-Times The Journal News The Los Angeles Times Medium.com NBC News OC Register Pasadena Star-News PBS Reddit.com Sikh 24 SikhNet Stockton Record Times of India World Religion News Also includes broadcast on KTLA, Hallmark Channel, HGTV, NBC, and Univision Media Mention Examples: Boston Herald CBS News.com LA.com Kansas City Star (Number 14)
The New York Times OC Register Press-Enterprise SF Gate
Also includes tweets from The Aerogram, Asian Pacific American Labor Alliance, Auburn Seminary, Jose Antonio Vargas, Rose Parade, and Sepia Mutiny among others
