Public outreach to address demand for endangered and protected species in Traditional Chinese Medicine (TCM) | SFOP0008107

Opportunity Information: Apply for SFOP0008107

The grant opportunity titled "Public outreach to address demand for endangered and protected species in Traditional Chinese Medicine (TCM)" (Funding Opportunity Number SFOP0008107) is a U.S. Department of State program focused on reducing consumer demand for TCM products that promote and/or contain endangered or otherwise protected wildlife species. The core idea is to fund the design and delivery of innovative public outreach and behavior change campaigns that clearly explain the conservation, legal, and broader societal risks linked to the use of these species in TCM, with the goal of shifting consumer attitudes and purchasing decisions away from wildlife-based ingredients.

This opportunity is offered as a discretionary award using a Cooperative Agreement, meaning the Department of State expects to have an active role during the project rather than simply issuing funds and stepping back. The work falls under the Environment activity area (CFDA 19.017) and is structured as a single award, with one expected recipient. The maximum funding level (award ceiling) listed is $600,000, indicating the project is intended to be substantial enough to support campaign research, creative development, media placement, and evaluation, but still focused and targeted rather than a large multi-year global program.

Programmatically, the funded project is expected to create outreach messages and campaign materials that are locally relevant and designed for real-world impact. A key feature is the emphasis on behavior change, not just awareness raising. That typically implies using evidence-based communications approaches, audience segmentation, persuasive messaging, and testing or refining content so it resonates with the specific audiences most likely to purchase, recommend, or normalize TCM products tied to protected wildlife. The campaign content is expected to highlight risks to endangered and protected species, which can include the ecological impact of poaching and trafficking, the pressure on wild populations, and the connection between consumer demand and illegal wildlife trade networks.

The campaign delivery channels are described broadly but clearly: the messages should be launched through a mix of traditional media and social media, selected for local relevance in the target markets. That points to an implementation approach tailored to specific countries and their media ecosystems, rather than a one-size-fits-all global advertising push. The opportunity also specifies that the outreach should be targeted to audiences in key countries, indicating that applicants should be prepared to justify where and why they will focus their efforts, and how the chosen audiences and channels align with the goal of reducing demand for these products.

From an administrative standpoint, the opportunity was posted by the Department of State, Office of Acquisitions Management, with a creation date of May 6, 2021, and an original closing date of June 26, 2021. Eligibility is listed as "Others," with further clarification referenced in an additional eligibility section (not provided in the excerpt). In practice, that category often means eligibility may extend beyond typical government entities to include nonprofits, NGOs, academic institutions, or other specialized organizations capable of running communications and social marketing campaigns, especially those with experience in conservation, wildlife trafficking prevention, public health communications, or behavior change work.

Overall, the grant is essentially a targeted communications and behavior change initiative aimed at reducing demand for wildlife-derived or wildlife-promoting TCM products by informing and persuading key consumer groups through culturally and locally adapted messaging delivered via appropriate media channels, with the broader conservation goal of reducing pressure on endangered and protected species.

• The Department of State, Office of Acquisitions Management in the environment sector is offering a public funding opportunity titled "Public outreach to address demand for endangered and protected species in Traditional Chinese Medicine (TCM)" and is now available to receive applicants.
• Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 19.017.
• This funding opportunity was created on May 06, 2021.
• Applicants must submit their applications by Jun 26, 2021. (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 $600,000.00 in funding.
• The number of recipients for this funding is limited to 1 candidate(s).
• Eligible applicants include: Others (see text field entitled Additional Information on Eligibility for clarification).

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