US administration plans $335,000 ad campaign as Afrikaner refugee interest falls short

The US administration is considering a $335,000 research and advertising campaign in South Africa to understand why fewer white Afrikaners are applying for refugee status in the United States than officials had expected.According to The Guardian, citing a US state department proposal drafted in August, that the initiative would involve focus groups, a survey of 1,000 Afrikaners and a six-month digital advertising campaign.The proposal said applications had “trended lower than expected” since Afrikaners were allowed to apply directly online in November 2025.The development comes as the administration of President Donald Trump prioritises Afrikaner resettlement while sharply restricting refugee admissions for other groups.Afrikaners are a predominantly Afrikaans-speaking white South African community descended largely from Dutch, French and German settlers who established communities in southern Africa.Trump has repeatedly alleged that white Afrikaners face racial persecution and “white genocide” in South Africa. In February 2025, he signed an executive order directing US officials to prioritise Afrikaner refugee resettlement, citing alleged race-based discrimination and land policies.

His administration has also pointed to affirmative action measures and reports of violence against farmers to justify its approach.A US state department spokesperson told The Guardian that Washington continued to process and admit Afrikaners “who are escaping the threat of government-sponsored race-based discrimination”.The South African government has rejected the genocide allegations, maintaining that its land reform and race-based policies are intended to address inequalities created by apartheid rather than persecute white citizens.The dispute has added to tensions between Washington and Pretoria over trade, foreign policy and South Africa's international relationships.