Opportunity Information: Apply for DOS PTA 201911
The U.S. Department of State, through the Public Affairs Section of the U.S. Embassy in South Africa, is offering a discretionary grant opportunity to support a coordinated, nationwide public marketing campaign aimed at reducing South African consumer demand for illicit wildlife products. The campaign is meant to reach audiences across South Africa and focuses especially on products linked to the trafficking of rhino horn and elephant ivory, while also addressing other heavily trafficked species such as pangolins, vultures, and additional flora and fauna impacted by illegal trade.
At the center of the project is a messaging strategy that reframes threatened and endangered wildlife as part of South Africa's living cultural and natural heritage, rather than as luxury goods, status symbols, or items tied to contested claims of tradition. The grant calls for a campaign that draws on cultural expression and shared identity by using channels like literature, music, art, and storytelling to highlight how these animals and species have long been part of South Africa's history and national character. A key element is to actively deglamorize and devalue wildlife products by emphasizing the basic biological reality of what is being sold, such as rhino horn being keratin and ivory being dentine, in order to weaken narratives that portray these materials as rare, magical, prestigious, or culturally essential. The campaign is also expected to connect protection of wildlife to practical national benefits, including safeguarding natural resources and supporting eco-tourism, positioning conservation as something that affects livelihoods and future prosperity.
The opportunity expects the selected grantee to develop and run the campaign from end to end. That includes planning the campaign concept and creative approach, identifying appropriate media outlets at both national and local levels, producing campaign materials (for example broadcast spots, opinion editorials, print pieces, and social media content), and translating messaging into multiple South African languages to broaden reach and relevance. The grantee is also responsible for negotiating media placements, which means arranging where and when materials will run, determining frequency and timing for broadcast airtime, securing newspaper placement, and selecting suitable social media platforms to carry the message. Finally, the project must include monitoring and evaluation that measures the campaign's footprint in South Africa using both quantitative indicators (such as reach, impressions, airtime, placements, engagement) and qualitative indicators (such as audience responses, message resonance, and broader shifts in perception).
In terms of logistics, the funding opportunity is titled "Protecting SA heritage & reducing demand for wildlife" (Funding Opportunity Number: DOS PTA 201911) and is administered by the Department of State, U.S. Mission to South Africa. The anticipated award ceiling is $30,000, with one award expected. Eligible applicants include public and state-controlled institutions of higher education, private institutions of higher education, and nonprofit organizations both with and without U.S. 501(c)(3) status. The opportunity was originally posted on March 26, 2019, with an original closing date of May 31, 2019. The notice emphasizes following the instructions in the full announcement, indicating that applicants should pay close attention to required application components, allowable costs, deliverables, and reporting expectations.Apply for DOS PTA 201911
- The Department of State, U.S. Mission to South Africa in the other (see text field entitled explanation of other category of funding activity for clarification) sector is offering a public funding opportunity titled "Protecting SA heritage & reducing demand for wildlife" and is now available to receive applicants.
- Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 19.040.
- This funding opportunity was created on Mar 26, 2019.
- Applicants must submit their applications by May 31, 2019. (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
- Each selected applicant is eligible to receive up to $30,000.00 in funding.
- The number of recipients for this funding is limited to 1 candidate(s).
- Eligible applicants include: Public and State controlled institutions of higher education, Nonprofits having a 501(c)(3) status with the IRS, other than institutions of higher education, Nonprofits that do not have a 501(c)(3) status with the IRS, other than institutions of higher education, Private institutions of higher education.
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