Opportunity Information: Apply for USDA FNS WIC FY2014 LOVINGSUPPORT
Apply for USDA FNS WIC FY2014 LOVINGSUPPORT
- The Food and Nutrition Service in the food and nutrition sector is offering a public funding opportunity titled "WIC Educational Materials Development for Updates to the Loving Support Makes Breastfeeding Work Campaign" and is now available to receive applicants.
- Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 10.557 Special Supplemental Nutrition Program for Women, Infants, and Children.
- This funding opportunity was created on Jul 7, 2014 and posted on Jun 12, 2014.
- Applicants must submit their applications by Jul 21, 2014. (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
- The funding agency has allocated a total of $2,000,000.00 to eligible and selected applicants.
- Each selected applicant is eligible to receive up to $2,000,000.00 in funding.
- The number of recipients for this funding is limited to 1 candidate(s).
- Eligible applicants include: Private institutions of higher education Public and State controlled institutions of higher education Nonprofits having a 501(c)(3) status with the IRS, other than institutions of higher education Small businesses For profit organizations other than small businesses.
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Opportunity Summary:
This grant opportunity, offered by the USDA Food and Nutrition Service (FNS) under the WIC program, funds a major update to the national breastfeeding promotion campaign called Loving Support Makes Breastfeeding Work (often shortened to Loving Support). The goal is to modernize the campaign so it better reflects current realities, attitudes, and needs among the audiences WIC serves, while still building on what was learned and proven effective during the original campaign. The work is structured as a cooperative agreement, meaning the awardee would not just receive funding and operate independently, but would collaborate closely with FNS throughout the project.
FNS planned to make one competitive award in Fiscal Year 2014, with total funding up to $2,000,000 (both the estimated total funding and the maximum award ceiling are $2,000,000, and the award floor is listed as $1). Funding is contingent on the availability of appropriated funds, and FNS also noted it could choose to continue funding the project, in whole or in part, in later years without running a new competition. There is no cost sharing or matching requirement, which can lower barriers for organizations that do not have substantial non-federal funds to contribute.
The core expectation is that the campaign refresh be grounded in a comprehensive social marketing plan. In practice, that means the applicant is expected to take a research-driven approach rather than simply redesigning brochures or updating slogans. FNS emphasizes formative research, which typically includes methods like focus groups, interviews, surveys, message testing, and audience segmentation to understand what different groups believe, what motivates them, what barriers they face, and what types of messages and materials they respond to. Alongside the research component, the project is expected to produce appropriately framed educational messages, propose innovative campaign strategies, and deliver updated promotional materials. Importantly, the update should use the findings from the initial Loving Support campaign as a foundation, but it must be responsive to today’s target audience perspectives and the current environment in which breastfeeding decisions are made, including changes in culture, media habits, and the practical challenges faced by families.
In terms of who could apply, eligibility was broad and included private and public institutions of higher education, nonprofit organizations with IRS 501(c)(3) status (outside of higher education institutions), small businesses, and for-profit organizations that are not small businesses. The funding opportunity falls under CFDA 10.557, which corresponds to the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), and it is categorized within the Food and Nutrition activity area.
Key administrative details show the opportunity was posted June 12, 2014, with a closing date of July 21, 2014, and it was later archived on August 20, 2014. The funding opportunity number is USDA FNS WIC FY2014 LOVINGSUPPORT, and the opportunity is labeled as discretionary. Questions related to accessing the full announcement were directed to the Grants Officer, Gregory Walton, with the solicitation pointing applicants to an additional information link for the full requirements and instructions.
Frequently Asked Questions (FAQs)
What is this grant opportunity about?
This USDA Food and Nutrition Service (FNS) WIC grant funds a major update (a "refresh") to the national breastfeeding promotion campaign called Loving Support Makes Breastfeeding Work (often shortened to Loving Support). The intent is to modernize the campaign so it better reflects current realities, attitudes, and needs among the audiences WIC serves, while still building on what was learned from the original campaign.
Which federal agency and program are offering this funding?
The opportunity is offered by the USDA Food and Nutrition Service (FNS) under the WIC program (the Special Supplemental Nutrition Program for Women, Infants, and Children).
What is the main goal of the project?
The main goal is to update and modernize the Loving Support breastfeeding promotion campaign using a research-driven social marketing approach, ensuring the refreshed campaign is responsive to today's WIC audiences and the current environment in which breastfeeding decisions are made.
Is this a standard grant or a cooperative agreement?
This work is structured as a cooperative agreement. That means the awardee is expected to collaborate closely with FNS throughout the project rather than operating fully independently after receiving funds.
How many awards did FNS plan to make?
FNS planned to make one competitive award in Fiscal Year 2014.
How much funding is available?
Total funding was listed as up to $2,000,000. The opportunity states the estimated total funding amount is $2,000,000 and the maximum award ceiling is also $2,000,000.
What are the award floor and award ceiling?
The award ceiling is listed as $2,000,000, and the award floor is listed as $1.
Is the funding guaranteed?
No. Funding is stated to be contingent on the availability of appropriated funds.
Could this project be funded in later years without a new competition?
Yes. FNS noted it could choose to continue funding the project, in whole or in part, in later years without running a new competition.
Is there a cost sharing or matching requirement?
No. The opportunity states there is no cost sharing or matching requirement.
What kind of approach does FNS expect for the campaign update?
FNS expects the campaign refresh to be grounded in a comprehensive social marketing plan, meaning it should be research-driven and not limited to surface-level updates like redesigning brochures or updating slogans.
What does "formative research" mean in the context of this opportunity?
Formative research refers to research used to understand the target audience and shape campaign strategy and materials. The opportunity notes that this typically includes methods such as focus groups, interviews, surveys, message testing, and audience segmentation to understand beliefs, motivations, barriers, and what types of messages and materials different groups respond to.
What types of project activities and deliverables are expected?
Based on the description, expected work includes: conducting formative research; developing appropriately framed educational messages; proposing innovative campaign strategies; and delivering updated promotional materials as part of a comprehensive social marketing plan.
Does the update need to consider the original Loving Support campaign?
Yes. The update should use findings from the initial Loving Support campaign as a foundation while still being responsive to today's target audience perspectives and current conditions.
What kinds of "current realities" should the refreshed campaign reflect?
The opportunity indicates the refreshed campaign should reflect changes in the environment affecting breastfeeding decisions, including changes in culture, media habits, and practical challenges faced by families.
Who is eligible to apply?
Eligibility is broad and includes: private and public institutions of higher education; nonprofit organizations with IRS 501(c)(3) status (outside of higher education institutions); small businesses; and for-profit organizations that are not small businesses.
Are for-profit organizations allowed to apply?
Yes. The eligibility list explicitly includes small businesses and for-profit organizations that are not small businesses.
Are nonprofit organizations eligible?
Yes. The opportunity includes nonprofit organizations with IRS 501(c)(3) status (outside of higher education institutions).
Are colleges and universities eligible?
Yes. Both private and public institutions of higher education are listed as eligible applicants.
What is the CFDA number for this opportunity?
The opportunity falls under CFDA 10.557, which corresponds to the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC).
What is the activity category for this funding?
The opportunity is categorized within the Food and Nutrition activity area.
What is the funding opportunity number?
The funding opportunity number is USDA FNS WIC FY2014 LOVINGSUPPORT.
Is this a discretionary grant opportunity?
Yes. The opportunity is labeled as discretionary.
When was the opportunity posted and when did it close?
The opportunity was posted June 12, 2014 and had a closing date of July 21, 2014.
Is this opportunity still open?
No. The listing indicates it was archived on August 20, 2014.
Who was the point of contact for questions about the full announcement?
Questions related to accessing the full announcement were directed to the Grants Officer, Gregory Walton. The solicitation also pointed applicants to an additional information link for full requirements and instructions.
Where would applicants find full requirements and instructions?
The solicitation indicated applicants should use an additional information link to access the full requirements and instructions for the announcement.
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