U.S. Mission to India seeking Applications “Cultural Explosion at ACND”

Deadline: 26 May 2020

The U.S. Embassy Public Affairs Section in New Delhi is soliciting proposals from legally recognized non-profit, non-governmental organizations that meet U.S. and Indian technical and legal requirements to develop and implement public diplomacy programs.

The successful applicant will be responsible for developing, staffing, and executing regular cultural programs at ACND, including but not limited to concerts, plays, dance, and other forms of performances, entertainment, and interactive activities that help participants, most between the ages of 18 and 40, to understand better America and/or American values and U.S. public diplomacy goals, drawing to the greatest degree possible from talent located in India. Performers or facilitators themselves may be American or Indian. The grantee should develop activities and events with advance approval of Public Affairs Section (PAS) staff, based on general parameters provided by PAS New Delhi.

When conceptualizing and proposing the schedule for such programs/activities, the grantee will research and provide names and bios of performers and examples of their work if/as available on social media, websites, or other media. PAS New Delhi will approve the selection of performers from a list of candidates provided by the grantee. The grantee will coordinate with PAS New Delhi and the relevant performers/facilitators to confirm the content of the event and coordinate with PAS to arrange media coverage as appropriate.

The grantee will handle all programmatic and logistical aspects from the initial concept to final evaluation, including but not limited to: creating promotional content, designing flexible and dynamic programs that encourage visitors to become part of the American Center “family” and return and participate regularly in ACND activities, inviting and greeting audience members, emceeing events and coordinating opening etc. remarks and participation by ACND staff, arranging snacks/catering for guests (if appropriate), and helping ensure the visiting public is fully aware of security requirements (e.g. no laptops) and other aspects related to entry into ACND.

The grantee should organize in consultation with PAS staff any pre- or follow-on activities, such as web chats, short videos with the performers, post-trip press events, and other similar amplification events. When appropriate, PAS New Delhi will amplify activities through embassy social media platforms. The grantee will conduct a post-event evaluation after each event to improve on future programs.

Project Goal

The goal is for ACND to become one of Delhi’s most sought-after cultural venues, providing the public with opportunities to learn about the United States and engage on topics of mutual interest.

Project Objectives

Increase the number of unique visitors each month to the American Center by at least 25 percent within the first three months, and by 40 percent within the first 12 months. As visitors see the value of regular engagement with the American Center, ACND memberships increase by at least 10 percent within the first three months and 20 percent within the first 12 months. The project also develops new cultural programming partnerships that ACND can explore extend beyond the life of the grant.

Project Deliverables

Each month, the American Center hosts a minimum of eight (2 per week) cultural programs across a range of topics for visitors.
Programs are advertised through social media platforms and a publicly available calendar to inform local citizens and ACND members of upcoming events.
ACND membership increases by 20 percent within the first 12 months.
ACND footfall, as measured by the number of unique visitors who attend ACND programs, increases by 40 percent within the first 12 months.
The gallery space at ACND is also utilized for programming – be it an installation or used as a program venue itself.

Project Audience

The primary audience for this series of programs are young Indians aged 18-40 who live in the Delhi metro region and are interested in learning more about American culture in an enjoyable, intellectually stimulating atmosphere.

Funding Information