Starting the week of June 30th and running through July 27, 2014, Comcast will donate one million dollars in airtime on cable channels on Comcast to air a PSA featuring Waris Ahluwalia, a Sikh American actor and designer, recognizing 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’ values are America’s values, including a love of service, family, and community.
SALDEF’s Executive Director, Jasjit Singh, elaborated on the history of Sikhs in the United States. “Sikhs have contributed to America’s culture for the past 125 years, including helping to build the Panama Canal and railroads in California. In fact, the first Asian American to serve in Congress, Dalip Singh Saund, was a Sikh American. There is no better way for us to celebrate our history and day-to-day contributions in America this July 4th, Independence Day, than through a montage of images and words narrated from today’s most well-known Sikh American actor and designer, Waris Singh Ahluwalia.”
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Comcast, a global media and technology company, will air this PSA throughout the month of July as part of the company’s commitment to educate audiences on a variety of issues. Eastward Films served as art directors and producers for the film.
“At Comcast, we know that timely, relevant information can inspire people and energize organizations to work toward change,” said Johnnie Giles, Executive Director of External Affairs at Comcast. “That is why we apply our unique strengths in media delivery to inform audiences of important issues.”
After a nationwide call for submissions, SALDEF received 400 photo and video contributions from Sikh Americans across the nation to use in the PSA. Additionally SALDEF will feature the photos in their entirety on SALDEF’s social media platforms for the remainder of 2014 as well as at SALDEF’s 2014 National Gala, to be held on October 11, 2014, in Washington, D.C.