Historic Media Message Addressing Anti-turban Bias Re-Airs

SALDEF and Comcast Continue Unprecedented Partnership to Generate Sikh American Awareness

Comcast recently re-aired the first-ever Sikh American Public Service Announcement (PSA) across America. The additional 108,000 airings represent $1.14 million in airtime, bringing the company’s total donation to $3.6 million. The PSA continues to introduce a wide audience to Sikh Americans and their 125-year history in the United States.

SALDEF received 400 photo contributions by Sikh Americans across the United States to develop the PSA. You can watch the Sikh American PSA on the left or on YouTube.

The re-airing follows the ground-breaking “Turban Myths” study quantifying the daily anti-Sikh bias experienced by SIkh Americans. The research, conducted by Stanford University in collaboration with SALDEF, found approximately one out of five Americans has fear or apprehension when they see a Sikh American who is a stranger, even if they have some fundamental knowledge about the faith.

This historic PSA has now aired in 39 states and Washington D.C. as part of the Comcast’s commitment to educate audiences on a variety of issues. This grant from the Comcast Foundation is in recognition of the company’s commitment to the communities where its customers and employees live and work.

SALDEF’s other Media Initiatives to create greater public awareness of Sikhi and Sikh Americans include the annual Langar on the Hill and the first-ever Sikh float in the 2015 Rose Parade.

This PSA was produced at no cost to the Sikh American community. We invite you to join SALDEF so we can continue to create partnerships with organizations that contribute to our community and country.


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