PSAs to highlight Sikh culture.
By Deepak Chitnis
WASHINGTON, DC: A casting call has been put out by the Sikh American Legal Defense and Education Fund (SALDEF), which has partnered up with Comcast-NBC Universal for a series of Public Service Announcements (PSAs) intended to shed light on the lifestyle and culture of Sikhs in the US.
Comcast-NBC Universal is the largest media company in the entire world, and the PSAs are meant to highlight Sikhism – its values, practices, and perhaps most importantly, the people who practice the religion.
In a statement released by SALDEF, the organization said “When [Comcast-NBC Universal] approached SALDEF about producing and distributing a public service announcement for Sikh Americans—basically an ad for our community—we grew increasingly excited about the possibilities. As President Obama said during his first campaign for the White House, ‘Our destiny is not written for us, but by us.’”
The organization is encouraging Sikhs of all ages to submit videos of them doing all kinds of things – dancing, playing sports, everyday tasks – and submit them for the PSAs. “We at SALDEF invite you submit video of you — home movies or cell phone video is fine — doing what you love. What you’re good at. What you value. Show yourself driving a motorcycle. Bowling with friends. Volunteering at gurdwara. Volunteering in the community. […] It can be ordinary, it might be personal, but it should be visually compelling, and help to show the many ways Sikh Americans are unique yet integrated in American life and culture.”
According to information on its website, SALDEF is “ the oldest Sikh American civil rights and educational organization,” and works to “empower Sikh Americans through advocacy, education and media relations.”
The deadline for video submissions is March 7, and all interested parties should submit their videos via the following links — http://tinyurl.com/k2gmcco.
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