Apps4Africa: A new State Department public diplomacy initiative

In 2010 the U.S. State Department funded an “Apps4Africa” contest to encourage development of socially conscious mobile applications for Africa. The initiative marked a significant departure from traditional public diplomacy efforts to expand diplomatic outreach beyond traditional government-to-government relationships. This case study analyses Apps4Africa to reveal its appropriateness as a model for future efforts and concludes Apps4Africa succeeded primarily because it responded to the changing dynamics of the 21st Century.

► “Apps4Africa” is a strong model for international outreach using new media. ► Use partnerships and good strategic plan in international outreach. ► Shows potential for new media to promote public commerce in developing countries.