Comcast Commits $1 Million to Sikh American Awareness

September 13th, 2017

Earlier this Summer, our partners at Comcast, re-aired the Sikh American PSA on it’s network of channels for the fourth consecutive year. This year, we received nearly $1.2 million of airtime during the month of June as the PSA aired almost 103,00 times during that time. To date, the Sikh American community and SALDEF have received over $6.3 million in airtime from Comcast at no cost to the communityScreen Shot 2017-09-13 at 12.37.24 PM

Watch the PSA here!

At SALDEF, one of our key strategic priorities is to increase the awareness and media presence of Sikh Americans. To that end, we partnered with Comcast in 2014 to create this first of its kind public service announcement.

The PSA features Waris Ahluwalia, a Sikh American actor and designer, and recognizes Sikh Americans as a vibrant part of America’s cultural tapestry. Using a SALDEF-created script, the PSA demonstrates through words and images how Sikh Americans value, love of service, family, and community.

Get involved by amplifying this Sikh American message by sharing it with your family, friends, and neighbors! Here is how you can share:

1. Post it on Facebook and Twitter and tag @SALDEF
2. Post a screenshot on Instagram and tag @SikhAmericans

The SALDEF team is incredibly thankful to Comcast for their ongoing support to create awareness about diverse communities by continuing to broadcast the Sikh American PSA. Comcast, a global media and technology company, aired this PSA as part of the company’s commitment to educate audiences on a variety of issues. Of note, this PSA was produced, developed, and aired with absolutely zero money from the Sikh American community.

Highlights of past coverage include: MSNBC CoverageBBC: Video coverage, Identities Mic, PBS: TV news segment, Fast Company, Center for Asian American Media, The Huffington Post, The Aerogram

These efforts would not be possible without support from our community.

Please make a 100% tax-deductible donation to support SALDEF so we can continue to educate our nation about our values and make a real and meaningful impact on the perception of Sikhs in America.

An investment in us is an investment in our efforts to create meaningful partnerships with organizations that contribute to our community without cost.

© 2018