Opportunity Information: Apply for M NOFO 17 105
Videos for Empowerment is a U.S. Department of State grant opportunity run through the Public Affairs Section of the U.S. Consulate General in Mumbai (PAS Mumbai). The project is designed to use short-form online video and coordinated social media outreach to increase public awareness and encourage concrete action on issues that align with U.S. government priorities while also supporting the broader goal of strengthening U.S.-India bilateral ties. The central idea is to pair strategic messaging with a strong local digital voice so that policy themes are communicated in a way that feels relevant and shareable to Indian audiences.
Under this cooperative agreement, the selected grantee is expected to identify and work with a local online video content creator and then develop a comprehensive social media campaign. The campaign must include at least 12 short videos, supported by additional social media content such as tweets, Facebook posts, and other platform-appropriate materials. Rather than covering every topic, the campaign focuses on any two themes chosen from a set of priority policy areas: women and girls empowerment, education and student exchange, environment and sustainable development, trafficking in persons, and corruption. The goal is not only to inform but also to drive a call to action around key policy messages connected to those themes.
A core feature of the opportunity is close coordination with PAS Mumbai. The grantee must draft a plan of action for the two selected themes in consultation with the Consulate team, which will provide guidance on campaign concepts, messaging, and content direction. The announcement also encourages applicants to time the campaign around relevant thematic moments that naturally lend themselves to higher engagement and visibility, such as Earth Day in April, the 16 Days of Activism Against Gender-Based Violence in December, or International Student Week in November. This emphasis on timing suggests the project is meant to plug into existing public conversations and leverage established awareness days to expand reach.
In terms of funding and structure, this is a discretionary award offered as a cooperative agreement, meaning the U.S. government expects to have an active role in shaping and overseeing the project rather than simply providing funds with minimal involvement. The opportunity number is M NOFO 17 105, listed under the funding activity category of Education, with CFDA number 19.040. The program anticipated making one award, with an award ceiling of $44,000. Eligible applicants include public and state-controlled institutions of higher education, private institutions of higher education, and U.S.-based nonprofits with 501(c)(3) status (other than higher education institutions).
The notice was created on May 9, 2017, and the original closing date was July 10, 2017. Overall, the opportunity is best understood as a targeted digital public diplomacy initiative: select two policy themes, design a tightly coordinated content plan, work with a credible local creator, publish at least a dozen short videos plus supporting posts across platforms, and use that content to build awareness and prompt measurable action in ways that support U.S.-India engagement.Apply for M NOFO 17 105
- The Department of State, U.S. Mission to India in the education sector is offering a public funding opportunity titled "Videos For Empowerment" 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 May 09, 2017.
- Applicants must submit their applications by Jul 10, 2017. (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 $44,000.00 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, Private institutions of higher education.
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Videos for Empowerment (U.S. Department of State) - FAQ
What is the Videos for Empowerment grant opportunity?
Videos for Empowerment is a U.S. Department of State grant opportunity run through the Public Affairs Section of the U.S. Consulate General in Mumbai (PAS Mumbai). It supports a digital public diplomacy project that uses short-form online video and coordinated social media outreach to increase public awareness and encourage concrete action on selected policy issues, while also strengthening U.S.-India bilateral ties.
Which U.S. government office is running this opportunity?
The opportunity is run through the Public Affairs Section of the U.S. Consulate General in Mumbai (PAS Mumbai) under the U.S. Department of State.
What type of award is this?
This opportunity is offered as a cooperative agreement. That means the U.S. government expects to play an active role in shaping and overseeing the project, rather than simply providing funding with minimal involvement.
What is the main goal of the project?
The project is designed to pair strategic messaging with a strong local digital voice so that priority policy themes are communicated in a way that feels relevant and shareable to Indian audiences. The campaign is intended to increase awareness and encourage concrete actions aligned with U.S. government priorities, while also supporting broader U.S.-India engagement.
What activities is the selected grantee expected to carry out?
Under the cooperative agreement, the selected grantee is expected to:
- Identify and work with a local online video content creator.
- Develop a comprehensive social media campaign coordinated with PAS Mumbai.
- Produce at least 12 short videos as part of the campaign.
- Create additional supporting social media content (such as tweets, Facebook posts, and other platform-appropriate materials).
- Use the content to inform audiences and drive a call to action around key policy messages connected to the chosen themes.
How many videos are required?
The campaign must include at least 12 short videos.
Is the project only about video production?
No. While short-form video is central, the opportunity also requires coordinated social media outreach. The campaign must be supported by additional content such as tweets, Facebook posts, and other materials appropriate to the platforms used.
How many themes should the campaign cover?
The campaign focuses on any two themes selected from the listed priority policy areas. It is not designed to cover all topics.
What are the eligible policy themes to choose from?
Applicants must select two themes from the following priority policy areas:
- Women and girls empowerment
- Education and student exchange
- Environment and sustainable development
- Trafficking in persons
- Corruption
What does "call to action" mean in the context of this campaign?
The campaign is intended not only to inform, but also to drive a call to action around key policy messages connected to the selected themes. The notice describes the desired outcome as encouraging concrete action, not just awareness.
How closely does the grantee need to coordinate with PAS Mumbai?
Close coordination is a core feature of the opportunity. The grantee must draft a plan of action for the two selected themes in consultation with PAS Mumbai, and the Consulate team will provide guidance on campaign concepts, messaging, and content direction.
What is the plan of action requirement?
The selected grantee must draft a plan of action covering the two selected themes, and develop it in consultation with PAS Mumbai. The Consulate team is expected to provide guidance on concepts, messaging, and content direction.
Does the notice suggest timing the campaign around specific events or awareness days?
Yes. The announcement encourages applicants to time the campaign around relevant thematic moments that can increase engagement and visibility. Examples mentioned include Earth Day in April, the 16 Days of Activism Against Gender-Based Violence in December, and International Student Week in November.
How many awards does the program expect to make?
The program anticipated making one award.
What is the maximum award amount?
The award ceiling is $44,000.
Is this opportunity described as discretionary?
Yes. The notice describes it as a discretionary award.
What is the opportunity number?
The opportunity number is M NOFO 17 105.
What is the funding activity category listed for this opportunity?
The funding activity category is listed as Education.
What is the CFDA number for this program?
The CFDA number is 19.040.
Who is eligible to apply based on the notice?
Eligible applicants include:
- Public and state-controlled institutions of higher education
- Private institutions of higher education
- U.S.-based nonprofits with 501(c)(3) status (other than higher education institutions)
Is a local online video content creator involved in the project design?
Yes. The selected grantee is expected to identify and work with a local online video content creator as part of developing and executing the campaign.
What kind of platforms does the notice reference for distribution?
The notice references short-form online video and coordinated social media outreach, including examples like tweets and Facebook posts, along with other platform-appropriate materials.
What broader diplomatic objective does the project support?
Beyond specific policy themes, the project supports the broader goal of strengthening U.S.-India bilateral ties by delivering strategic messaging through a credible local digital voice and shareable content.
When was the notice created?
The notice was created on May 9, 2017.
What was the original closing date?
The original closing date was July 10, 2017.
How is this opportunity best understood overall?
The notice frames this as a targeted digital public diplomacy initiative: select two policy themes, design a tightly coordinated content plan with PAS Mumbai, work with a credible local creator, publish at least a dozen short videos plus supporting posts across platforms, and use that content to build awareness and prompt measurable action in ways that support U.S.-India engagement.
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