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.Apply for SFOP0008107
- 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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Frequently Asked Questions (FAQs)
What is the name of this grant opportunity?
The opportunity is titled "Public outreach to address demand for endangered and protected species in Traditional Chinese Medicine (TCM)."
What is the Funding Opportunity Number (FON)?
The Funding Opportunity Number is SFOP0008107.
Which U.S. government agency is offering this program?
This opportunity is offered by the U.S. Department of State, through the Office of Acquisitions Management.
What is the main purpose of the grant?
The purpose is to reduce consumer demand for TCM products that promote and/or contain endangered or otherwise protected wildlife species. The funded project is expected to use public outreach and behavior change strategies to shift consumer attitudes and purchasing decisions away from wildlife-based ingredients.
What kind of activities does the program want to fund?
The program is focused on designing and delivering innovative public outreach and behavior change campaigns. The intent is to go beyond general awareness raising and support campaign approaches that are designed for measurable, real-world changes in consumer behavior.
Is this primarily an awareness campaign or a behavior change campaign?
The emphasis is on behavior change, not just awareness. This typically implies evidence-based communications approaches such as audience segmentation, persuasive messaging, and testing or refining content so it resonates with the audiences most likely to influence purchasing and use.
What messages is the campaign expected to communicate?
Campaign messages are expected to clearly explain the conservation, legal, and broader societal risks linked to the use of endangered and protected species in TCM. This can include ecological impacts, pressure on wild populations, and the relationship between consumer demand and illegal wildlife trade networks.
What issue area does this opportunity fall under?
The work falls under the Environment activity area and is associated with CFDA 19.017.
What type of award is this?
This is a discretionary award using a Cooperative Agreement.
What does it mean that the award is a Cooperative Agreement?
A Cooperative Agreement indicates the Department of State expects to have an active role during the project rather than only providing funding and remaining hands-off. In other words, the project is expected to involve ongoing engagement with the Department during implementation.
How many awards are expected?
The opportunity is structured as a single award, with one expected recipient.
What is the maximum funding amount available?
The award ceiling listed is $600,000.
What does the $600,000 award ceiling suggest about the project scope?
The ceiling suggests a project that is substantial enough to support key campaign components such as research, creative development, media placement, and evaluation, while remaining focused and targeted rather than operating as a large, multi-year global program.
Where is the campaign expected to run?
The outreach is expected to be targeted to audiences in key countries. Applicants are expected to justify where they will focus efforts and explain why those markets and audiences are important to reducing demand for these products.
Which audiences should the outreach focus on?
The opportunity indicates a focus on audiences most likely to purchase, recommend, or normalize TCM products tied to protected wildlife. It also highlights the importance of tailoring outreach to the specific audiences in the target countries.
What delivery channels are allowed or encouraged?
The opportunity calls for launching messages through a mix of traditional media and social media, selected for local relevance in the target markets. This points to a country- and context-specific media approach rather than a one-size-fits-all global campaign.
Are campaign materials required to be locally adapted?
Yes. The opportunity explicitly emphasizes outreach messages and campaign materials that are locally relevant and designed for real-world impact.
Does the opportunity specify particular endangered or protected species?
Not in the information provided. The description refers broadly to endangered and protected wildlife species associated with TCM products, without listing specific species.
Does the opportunity focus on products that contain wildlife ingredients, or also those that promote wildlife use?
It includes both: TCM products that promote and/or contain endangered or otherwise protected wildlife species.
What kinds of risks should the outreach highlight?
The campaign is expected to explain conservation risks (such as impacts on species and ecosystems), legal risks (linked to protected species and illegal wildlife trade), and broader societal risks. It also points to the connection between consumer demand and illegal wildlife trade networks.
Who is eligible to apply?
Eligibility is listed as "Others," with additional detail referenced in an additional eligibility section that is not included in the provided information. Based on the listing, eligibility may extend beyond government entities and can include organizations capable of running communications and social marketing campaigns.
When was the opportunity posted?
The creation date listed is May 6, 2021.
What was the original application deadline?
The original closing date listed is June 26, 2021.
What is the broader conservation goal behind this work?
The broader goal is to reduce pressure on endangered and protected species by decreasing consumer demand for wildlife-derived or wildlife-promoting TCM products, thereby helping reduce poaching and trafficking incentives tied to illegal wildlife trade.
How is success implied to be measured in this kind of program?
While specific metrics are not provided, the program emphasizes behavior change and real-world impact, which implies an expectation that campaigns will be designed with evaluation in mind and refined to improve effectiveness with target audiences.
Is the intent to run a global campaign?
The description suggests a targeted approach in key countries with locally relevant channels and messaging, rather than a broad global advertising campaign.
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