WASHINGTON DC, USA—A public service announcement TV advert by Sikhs of the USA, has received air time worth over a million dollars this year, from major US channels.
With the assistance of the Sikh American Legal Defense and Education Fund (SALDEF), the Sikh American Awareness campaign has managed to broadcast it’s PSA on numerous major channel networks for four consecutive years, over $6.3million worth of airtime.
One of SALDEF’s key strategic priorities is to increase the awareness and media presence of Sikh Americans. To that end, they partnered with Comcast in 2014 to create the above public service announcement, the first of it’s kind.
The PSA features Waris Ahluwalia, a Sikh American actor and designer, and recognizes Sikh Americans as a vibrant part of America’s cultural tapestry. The PSA demonstrates through words and images how Sikh Americans value, love of service, family, and community.
“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”, said SALDEF, in a public statement.