SALDEF Sikh American Media Initiative

A project of Sikh American Legal Defense and Education Fund (SALDEF)
photo04.jpg Jaspreet Kaur
Washington, Washington D.C., US
$2,706pledged of $10,000 goal
$2,706goal: $10,000
15donors
Yes tax deductible
Ongoing
$

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SALDEF Sikh American Media Initiative

Langar on the Hill 2019

On July 17th, 2019, over 200 congressional staff members, Sikh community members, and non-Sikhs from a variety of professional paths shared Langar, at the Senate Hart building on Capitol Hill. The purpose of the event was to educate and connect members of congress to Sikh values and the Sikh community. The attendees also heard why Congressional leaders are dedicated to creating a more fostering environment for Sikh

Additionally, this year SALDEF partnered with the DC Books to Prison, a non-profit organization dedicated to providing books to prisioners. 

Media Watch

SALDEF constantly keeps a vigil eye on the media, making sure that Sikhs are represented correctly throughout all media platforms. This year SALDEF worked with media outlets not only in correcting hate speech and bias, but also spoke out to the media on different issues to introduce a Sikh perspective.

SALDEF Meeting with ABC TV President and Executive Programming Staff

Earlier this Summer, SALDEF met with ABC TV President Channing Dungey and her executive programming staff to continue discussions on advancing diversity in broadcast television, both in-front and behind the camera. industry to increase diversity.”

The meeting took place as part of APAMC agreements with ABC, CBS, FOX, and NBC to increase diversity both in front of the cameras and behind the scenes. Attendees at the meetings included executives in charge of content, communication, and talent, reviewed both on-screen and program development diversity metrics. SALDEF and other attendees discussed opportunities to further advance these goals. Their focus includes: expanding the partnership to include talent development; identifying pipelines for actors and directors; and conducting outreach to community talent showcases.

Producing the FIRST ever Sikh American PSA

SALDEF in partnership with the largest national media company, Comcast—launched a 30 second PSA featuring Sikh Americans from all walks of life, bringing our shared values with fellow Americans to the forefront.

The PSA continues to introduce a wide audience to Sikh Americans and their 125-year history in the United States.

2014: Over 214,000 airings represent total air-time $2.5 million.
2015: Over 144,000 airings represent total air-time $1.5 million.
2016: Over 108,000 airings represent total air-time $1.1 million.
2017: Over 102,000 airings represent total air-time $1.1 million.
2018: Over 90,400 airings represent total air-time of over $1 million.
2019: Over 98,000 airings represent total air-time of over $1 million.

Turban Myths Report

SALDEF’s Turban Myths report, a groundbreaking study conducted in conjunction with researchers from Stanford University—one of the most trusted and preeminent research universities in the world—served as a benchmark to launch SALDEF’s Media Initiative, which aims to amplify the voices of Sikh Americans. Turban Myths was the first public perception assessment of Sikh Americans. The study corroborated the existence of a specific cultural bias and its impact on Sikh Americans’ real, lived experiences.

  • 10/23/2020

    Comcast in collaboration airs Sikh American PSA!

    The first-ever Sikh American public service announcement aired again this year, for the seventh consecutive year! Throughout June, Comcast aired the PSA 92,235 times, committing $1.03 million to sharing this message that conveys Sikh values, and Sikh American lives played on national airwaves.  The PSA features Sikh American actor and designer, Waris Singh Ahluwalia, and incorporates pictures and videos from other Sikh Americans across the country, to increase awareness of, and illustrate how Sikh Americans are a vibrant part of the country.

    At SALDEF, one of our key strategic priorities is to increase the awareness and media presence of Sikh Americans. To that end, SALDEF and Comcast partnered to produce the PSA, which first debuted on cable air in 2014, and has aired over 850,000 times, with donated airtime of over $9.4 million dollars. By conservative estimates, the PSA has been seen over 100 million times, and it is the most viewed piece on Sikh Americans ever. 

  • 10/31/2019

    PSA Airs Again! Reaching over 100,000,000 views!

    The first-ever Sikh American public service announcement aired again this year, for the sixth consecutive year! Throughout June, Comcast aired the PSA 98,509 times, committing $1.08 million to sharing this message that conveys Sikh values, and Sikh American lives played on national airwaves.  The PSA features Sikh American actor and designer, Waris Singh Ahluwalia, and incorporates pictures and videos from other Sikh Americans across the country, to increase awareness of, and illustrate how Sikh Americans are a vibrant part of the country.

  • 07/23/2019

    SALDEF hosts 6th Langar on the Hill

    SALDEF’s SikhLEAD interns hosted another successful Langar on the Hill this July! This year marked the 6th consecutive year SikhLEAD interns have brought together the Sikh American community with congressmen, policy makers, congressional staffers and their fellow DC interns. Each year this event is organized in an effort to bring together diverse groups to practice collaboration and equality, all through the prism of Langar and Seva. 

    This year’s Langar on the Hill was sponsored by Senator Kamala Harris (CA) and the theme was “Sikhs. Solidarity. Service.” The theme reminds us of the Sikh’s practice of Seva which is the responsibility of Sikh’s to engage in selfless community service. The SikhLEAD interns integrated a Seva project into the event by creating and donating additional proceeds to DC Books to Prisons. The events speakers included, Congressman Brad Sherman (CA), Congressman TJ Cox (CA), Congressman Raja Krishnamoorthi (IL), and Congressman Jim Costa (CA).

  • 09/02/2018

    Project Update

    Sikh American Media Initiative

    Comcast Re-Airs PSA: For the fourth consecutive year, Comcast has re-aired the Sikh Public Service Announcement(PSA) SALDEF first created and aired in 2014, that showcases the Sikh American community and the Sikh faith. SALDEF received $1.12 million in airtime over this past Summer with 102,000 airings.  To date, Comcast has donated $6.3 million in advertising for 570,000 airings across the Comcast network of channels.  This PSA was produced, developed, and aired with absolutely zero money from the Sikh American community.

    ABC News Relays Sikh American Experience: SALDEF collaborated closely with producers and casting agents for ABC News’ What Would You Do? (WWYD) show. For the nationally broadcasted episode, SALDEF helped identify Sikh candidates for the role and ensured that the episode accurately reflects Sikhi and the experiences of the Sikh American community. 

    Partnering with Major Television Studios: Leveraging our pioneering Turban Myths Report, SALDEF continued our work to build the Sikh American presence in the media. During the past two years, we have worked with major network television studios ABC, CBS, and NBC, to increase our presence both in front and behind the camera. This relationship has been critical in leading the increase of Sikh American experts appearing on the news, as well as the airing of the Sikh American experience on ABC News’ What Would You Do.

Name Donation Date
Gurpreet Singh $135.00 November 2020
Anonymous $51.00 November 2020
Harvinder Singh $500.00 November 2020
S. S. $30.00 November 2020
Anonymous $10.00 November 2020
Dr. Malvinder Singh Sahi $10.00 November 2020
Anonymous $10.00 November 2020
Dr. Muneet Kaur Sahi $10.00 November 2020
Anonymous $100.00 November 2020
G. G. $100.00 November 2020
Anonymous $100.00 November 2020
harjit singh $100.00 November 2020
Anonymous $100.00 November 2020
Anonymous $100.00 November 2020
Anonymous $100.00 November 2020
Jagdeep SINGH $100.00 November 2020
Anonymous $50.00 November 2020
Chitratan Singh Sethi $50.00 November 2020
S. S. $30.00 October 2020
S. S. $30.00 September 2020
S. S. $30.00 August 2020
S. S. $30.00 July 2020
S. S. $30.00 June 2020
S. S. $30.00 May 2020
S. S. $30.00 April 2020
thiago santos $10.00 April 2020
thiago santos $10.00 April 2020
S. S. $30.00 March 2020
S. S. $30.00 February 2020
S. S. $30.00 January 2020
Anonymous $500.00 December 2019
harjit singh $200.00 December 2019
S. S. $30.00 December 2019
Mandeep Sagoo $100.00 December 2019
S. S. $30.00 November 2019
Anonymous $250.00 November 2019
Amrita Singh $250.00 November 2019
Anonymous $50.00 November 2019
Ravinder Bhalla $50.00 November 2019
Inderpal Singh Gumer $300.00 November 2019
Anonymous $100.00 November 2019
Anonymous $100.00 November 2019
A. P. $100.00 November 2019
Anonymous $250.00 November 2019
Gurbux Singh $250.00 November 2019
Anonymous $250.00 November 2019
Anonymous $2,500.00 November 2019
Anonymous $100.00 November 2019
harjit singh $100.00 November 2019
Anonymous $100.00 November 2019
harjit singh $100.00 November 2019
S. S. $30.00 October 2019
S. S. $30.00 September 2019
S. S. $30.00 August 2019
S. S. $30.00 July 2019
S. S. $30.00 June 2019
S. S. $30.00 May 2019
S. S. $30.00 April 2019
S. S. $30.00 March 2019
S. S. $30.00 February 2019
S. S. $30.00 January 2019
Anonymous $100.00 December 2018
S. S. $30.00 December 2018
Anonymous $30.00 November 2018
Anonymous $100.00 November 2018
V. C. $101.00 November 2018
BALDEEP Kaur $250.00 November 2018
Anonymous $100.00 November 2018
Anonymous $250.00 November 2018
Kavneet Alag $250.00 November 2018
Anonymous $10.00 November 2018
Anonymous $10.00 November 2018
P. A. $50.00 May 2018
P. A. $50.00 April 2018
P. A. $50.00 March 2018
P. A. $50.00 February 2018
P. A. $50.00 January 2018
P. A. $50.00 December 2017
D. M. $500.00 November 2017
M. S. $500.00 November 2017
G. S. $50.00 November 2017
P. A. $50.00 November 2017
G. S. $50.00 October 2017
P. A. $50.00 October 2017
G. S. $50.00 September 2017
P. A. $50.00 September 2017
G. S. $50.00 August 2017
P. A. $50.00 August 2017
A. A. $20.00 August 2017
G. S. $50.00 July 2017
P. A. $50.00 July 2017
G. S. $50.00 June 2017
P. A. $50.00 June 2017
G. S. $50.00 May 2017
P. A. $50.00 May 2017
G. S. $50.00 April 2017
P. A. $50.00 April 2017
G. S. $50.00 March 2017
P. A. $50.00 March 2017
G. S. $50.00 February 2017
P. A. $50.00 February 2017
G. S. $50.00 January 2017
P. A. $50.00 January 2017
R. K. $600.00 December 2016
G. S. $50.00 December 2016
P. A. $50.00 December 2016
J. K. $108.00 December 2016
S. S. $2,000.00 December 2016
H. B. $100.00 November 2016
C. K. $250.00 November 2016
H. S. $250.00 November 2016
G. B. $100.00 November 2016
I. G. $250.00 November 2016
C. S. $25.00 November 2016
D. M. $1,000.00 November 2016
M. S. $500.00 November 2016
G. S. $50.00 November 2016
P. A. $50.00 November 2016
P. S. $250.00 October 2016
D. M. $50.00 October 2016
G. S. $50.00 October 2016
P. A. $50.00 October 2016
D. M. $50.00 September 2016
G. S. $50.00 September 2016
P. A. $50.00 September 2016
D. M. $50.00 August 2016
G. S. $50.00 August 2016
P. A. $50.00 August 2016
D. M. $50.00 July 2016
G. S. $50.00 July 2016
P. A. $50.00 July 2016
D. M. $50.00 June 2016
G. S. $50.00 June 2016
J. S. $50.00 June 2016
P. A. $50.00 June 2016
D. M. $50.00 May 2016
G. S. $50.00 May 2016
J. S. $50.00 May 2016
P. A. $50.00 May 2016
D. M. $50.00 April 2016
G. S. $50.00 April 2016
J. S. $50.00 April 2016
P. A. $50.00 April 2016
D. M. $50.00 March 2016
G. S. $50.00 March 2016
J. S. $50.00 March 2016
P. A. $50.00 March 2016
D. M. $50.00 February 2016
G. S. $50.00 February 2016
J. S. $50.00 February 2016
P. A. $50.00 February 2016
D. M. $50.00 January 2016
G. S. $50.00 January 2016
J. S. $50.00 January 2016
P. A. $50.00 January 2016
K. S. $250.00 December 2015
D. M. $50.00 December 2015
G. S. $50.00 December 2015
J. S. $50.00 December 2015
P. A. $50.00 December 2015
M. S. $100.00 November 2015
G. S. $50.00 November 2015
V. S. $25.00 November 2015
J. S. $50.00 November 2015
D. M. $50.00 November 2015
P. A. $50.00 November 2015
S. B. $100.00 November 2015
D. M. $50.00 November 2015
J. S. $50.00 November 2015
D. M. $50.00 October 2015
G. S. $50.00 October 2015
J. S. $50.00 October 2015
D. M. $50.00 September 2015
G. S. $50.00 September 2015
J. S. $50.00 September 2015
M. S. $25.00 September 2015
D. M. $50.00 August 2015
G. S. $50.00 August 2015
J. S. $50.00 August 2015
D. M. $50.00 July 2015
G. S. $50.00 July 2015
J. S. $50.00 July 2015
D. M. $50.00 June 2015
G. S. $50.00 June 2015
J. S. $50.00 June 2015
D. M. $50.00 May 2015
G. S. $50.00 May 2015
J. S. $50.00 May 2015
D. M. $50.00 April 2015
G. S. $50.00 April 2015
J. S. $50.00 April 2015
D. M. $50.00 March 2015
M. S. $50.00 March 2015
G. S. $50.00 March 2015
J. S. $50.00 March 2015
D. M. $50.00 February 2015
G. S. $50.00 February 2015
J. S. $50.00 February 2015
D. M. $50.00 January 2015
G. S. $50.00 January 2015
J. S. $50.00 January 2015
G. K. $100.00 December 2014
K. S. $1,000.00 December 2014
D. M. $50.00 December 2014
G. S. $50.00 December 2014
G. S. $50.00 November 2014
R. T. $500.00 November 2014
H. S. $100.00 November 2014
H. G. $100.00 November 2014
T. M. $200.00 November 2014
J. B. $100.00 November 2014
H. B. $200.00 November 2014
D. M. $50.00 November 2014
G. S. $50.00 November 2014
D. M. $10.00 November 2014
M. S. $10.00 November 2014
I. S. $1,500.00 August 2014
M. D. $15.00 May 2014
M. D. $15.00 April 2014
M. D. $15.00 March 2014
M. D. $15.00 February 2014
M. D. $15.00 January 2014
V. S. $10.00 December 2013
I. S. $3,000.00 December 2013
K. S. $500.00 December 2013
M. D. $15.00 December 2013
D. M. $25.00 November 2013
D. M. $50.00 November 2013
P. D. $200.00 November 2013
G. S. $500.00 November 2013
J. T. $50.00 November 2013
D. M. $25.00 November 2013
M. S. $25.00 November 2013
D. M. $25.00 November 2013
J. S. $25.00 November 2013
M. G. $25.00 November 2013
D. M. $50.00 November 2013
I. S. $50.00 November 2013
M. D. $15.00 November 2013

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