Supplements, Facts First Challenge

The Office of Dietary Supplements (ODS) at the National Institutes of Health (NIH) announces the “Supplements, Facts First: A Digital Adventure for Every Age” challenge. This competition aims to catalyze innovative multimedia strategies to transform static dietary supplement fact sheets into engaging digital experiences. It addresses a critical gap between authoritative supplement information and meaningful public engagement by incentivizing teams to develop prototypes that target the following modalities: 

• Behavior Change and Health Information Apps – Mobile or web-based applications designed to influence health behaviors and/or increase awareness and access to accurate health information on dietary supplements. Examples include gamified health tracking or challenge apps, goal-setting tools, interactive fact-sheet–based info apps, and habit-building tools with nudges and reminders. 
• Social Media Content – Short-form, visually appealing media optimized for platforms such as TikTok, Instagram, Facebook, and YouTube. Because TikTok is one of the most effective channels for reaching younger and diverse audiences, it is highlighted as a central focus. However, due to federal security restrictions, TikTok cannot be accessed or hosted on government-furnished equipment (GFE). Solvers must demonstrate how TikTok strategies can be designed, tested, and evaluated using non-GFE tools and methods, with final outputs provided in transferable formats (e.g. MP4 video files, storyboards, or platform-agnostic templates) that NIH can review and adapt without direct TikTok access. 
• AI-Enabled Tools – Artificial intelligence-powered solutions that generate or personalize content for different audiences. This includes tools like custom podcast creators, health information chatbots, or AI-driven personalization engines.
• Serialized Video & Broadcast Content – Long-form or episodic content for platforms like YouTube, streaming services, or TV that blend storytelling with evidence-based health information. Examples include docu-series, scripted episodes, animated explainers, or other episodic video formats that reinforce behavior change.
• Other Technology – Any other interactive technology supported by peer-reviewed literature demonstrating its ability to provide accurate health information and encourage healthy behavior change. 
  Examples: Virtual Reality (VR) simulations immersing users in interactive nutrition and supplement-use scenarios; Augmented Reality (AR) overlays that scan supplement packaging to deliver fact-based guidance; SMS/text-based health coaching systems delivering reminders, fact checks, and prompts; voice-activated assistants (e.g. Alexa skills) to answer supplement questions using ODS facts; wearable device integrations providing prompts on supplement timing or interactions; interactive e-learning modules with quizzes and personalized feedback.

Solutions must be tailored to 2 or more target audiences to ensure broad impact. Each submission must include at least: one age group (e.g. youth, adults, or older adults) and one special population experiencing health disparities (e.g. a group at high risk for chronic conditions, food-insecure families, veterans, new mothers). An additional target group (for a total of up to three) may be included as appropriate (for example, health professionals/clinicians or another community of interest), with a clear rationale based on evidence of need (such as data on supplement use or misinformation in that group). 

The challenge aims to enhance health literacy, promote behavior change, and advance health equity by moving beyond static text to culturally responsive digital ecosystems that meet users where they are — on smartphones, social platforms, games, and streaming media. Rather than simply updating ODS fact sheets, this initiative leverages authoritative NIH content as foundational material to be reimagined through storytelling, gamification, and multimedia delivery. 

Target Audience: The Supplements, Facts First: A Digital Adventure for Every Age Challenge is open to eligible individuals, teams, and entities, and is designed to spark innovative digital engagement approaches to improve public understanding of dietary supplements. Science communication is not limited to researchers alone; it requires the creativity and reach of diverse communities. The target audience and solver community for this challenge will include digital content creators, social media influencers, multimedia production teams, app developers, AI innovators, health communication specialists, marketers, PR firms, academic researchers, and digital health startups. The overarching goal of this approach is to empower those with the ideas, capacity, and capability to transform NIH’s dietary supplement fact sheets into engaging, multi-modal solutions that resonate across ages, cultures, and platforms. 

Successful submissions will likely involve engagement and collaboration among creative media professionals, technology developers, and health experts, supported by partners who can help ensure cultural relevance, scientific accuracy, and broad online reach. While solvers may draw on partnerships with community-based or equity-focused organizations, in this challenge the concept of “community” is intentionally broader—reflecting online and social media networks that are not geographically constrained. By leveraging diverse expertise and online communities, this initiative seeks to close gaps in supplement literacy, combat misinformation, and encourage safe, informed decision-making about dietary supplement use. 

Through this three-phase challenge, NIH is seeking solutions that demonstrate innovative digital approaches, including but not limited to: 

• New or reimagined behavior change and health information applications 
• Social media campaigns designed for wide reach and measurable engagement 
• AI-enabled personalization tools to tailor supplement information to different audiences 
• Serialized video and multimedia storytelling to bring fact sheets to life across platforms 
• Other interactive technologies that enhance supplement literacy and promote safe use

NIH’s Dietary Supplement Fact Sheets are the authoritative resource on dietary supplements and their ingredients. (Dietary supplements include vitamins, minerals, herbs, botanicals, probiotics, and more.) These evidence-based summaries provide information on the effectiveness, safety, and use of supplement ingredients for two primary audiences: health professionals and consumers. Some fact sheets are available in both English and Spanish, designed for broad audiences such as healthcare providers, caregivers, researchers, educators, and policymakers. 

However, the consumer versions of the ODS Dietary Supplement Fact Sheets are accessed significantly less than the health professional versions. In an environment of conflicting opinions and widespread misinformation about the benefits and safe use of supplements, a critical gap exists in consumer education. This challenge seeks to close that gap by supporting innovative, evidence-based communication platforms that improve public health literacy and promote safe, informed use of dietary supplements. In short, the challenge will translate static ODS fact sheets into innovative, multi-modal, culturally and linguistically tailored digital experiences that improve health literacy and support safe, informed decisions about supplements. 

This is a three-phase challenge designed to integrate three modalities and advance solutions from concept to real-world impact. Across the phases, teams are expected to deliver culturally and linguistically tailored digital experiences that measurably improve consumer supplement literacy, promote safe and informed supplement use, demonstrate strong usability and engagement, and produce implementation-ready solutions with preliminary evidence for scale and dissemination. 

Phase 1 – Concept Development (Community-Engaged Design): Solvers submit a Concept Paper describing their proposed solution and a detailed strategy for incorporating Community-Based Participatory Research (CBPR) principles to engage and tailor the approach for specific communities. Submissions must clearly outline: (a) the target demographic(s) and/or special populations at elevated risk for misinformation or poor supplement literacy; (b) the proposed modalities and how they will work together to improve understanding and promote safe supplement use; (c) the planned co-creation process with stakeholders and partners, including how stakeholder input will inform design; and (d) preliminary plans for evaluation, scalability, and sustainability. Participants can choose to further develop and prototype their solutions in Phase 2 but are not required to use their Phase 1 prize money for that purpose. Successful Phase 1 submissions will each receive an unrestricted cash prize. 

Phase 2 – Prototype Development & Initial Validation: Selected Phase 1 teams will create functional prototypes, conduct initial user testing, and refine their solutions based on stakeholder feedback and early evaluation data. This phase emphasizes technical feasibility, usability, and user engagement, with clear documentation of iterative improvements and validation processes. 

Phase 3 – Full Implementation, Pilot Testing & Evaluation: Phase 2 winners will implement their fully developed, production-ready solutions in real-world settings, conduct a pilot test with their target audience(s), and complete a comprehensive evaluation of impact, equity, and scalability. This phase culminates in identifying high-impact solutions ready for broad dissemination. 

This phased structure invests early in promising concepts through stakeholder-informed design (Phase 1), builds and validates prototypes with user engagement (Phase 2), and reserves the largest awards for thoroughly tested, implementation-ready solutions (Phase 3). 

Key Milestones and Dates*:  

• Challenge Launch & Open Call: January 20, 2026, 8AM ET
• Phase 1 Period: 
  • Phase 1 Submission Deadline (Concept Paper): April 6, 2026, 5PM ET 
  • Phase 1 Judging Period: April 7 – May 10, 2026 
  • Phase 1 Winners Announced: May 11, 2026 
• Phase 2 Period: 
  • Phase 2 Period (Prototype Development): May 12 – April 20, 2027 
  • Phase 2 Submission & Judging: April 21 – June 5, 2027 
  • Phase 2 Winners Announced: June 6, 2027 
• Phase 3 Period: 
  • Phase 3 Period (Full Implementation/Pilot): June 7 – December 6, 2027 
  • Phase 3 Midpoint Check-In: September 6, 2027 
  • Phase 3 Judging Period: December 7, 2027 – January 19, 2028 
• Grand Prize Winners Announced: January 20, 2028 (announcement of final winners) 

*the challenge timeline is subject to change/be extended. If changed, announcements will be posted and all challenge followers will be notified. 

Statutory Authority to Conduct the Challenge  

This challenge is being conducted under the America COMPETES Reauthorization Act of 2010, as amended (15 U.S.C. § 3719). The challenge is consistent with ODS’s authority under the Dietary Supplement Health and Education Act of 1994 (DSHEA), which established ODS within NIH to promote the scientific study of dietary supplements and translate findings for public benefit. The challenge supports ODS’s mission to coordinate dietary supplement research and foster knowledge dissemination across the lifespan, particularly among populations at greatest risk for poor health outcomes. It aligns with ODS’s Strategic Plan objectives to increase knowledge of dietary supplements, develop resources that translate research for target audiences, and advance preventive health goals consistent with HHS’s “Make America Healthy Again” initiative. 

PRIZES 

Total Cash Prize Purse: $869,000 

Phase 1 — Concept Paper (Semi-Finalists) 

• Awards: Up to 8 winners × $40,000 each 
• Total Phase 1 Prizes: $320,000 
• Advancement: All phase 1 winners will be invited to advance to Phase 2. 

Phase 2 — Prototype & Initial Validation 

• Awards: Up to 5 × $50,000 each 
• Total Phase 2 Prizes: $250,000 
• Advancement: Only Phase 2 winners will be invited to Phase 3. 

Phase 3 — Full Prototype & Pilot Testing (Grand Prizes) 

• Grand Prize Winner: $180,000 
• Runner-Up: $80,000 
• Third Place: $39,000 
• Total Phase 3 Prizes: $299,000

RULES 

Eligibility Rules: To be eligible to win a prize under this Challenge, a participant (whether an individual, group of individuals, or entity) must meet the following requirements —  

1. Registration: The Participant must have registered to participate in the Challenge through the designated challenge website, in accordance with the rules published in this announcement. 
2. Compliance: The Participant must have complied with all requirements of this announcement. 
3. U.S. Presence: For a private entity, it must be incorporated in and maintain a primary place of business in the United States. For an individual (whether participating alone or in a team), the individual must be a U.S. citizen or a permanent resident of the U.S. (However, non-U.S. citizens and non-permanent residents may participate as members of an otherwise eligible team. They are not eligible to win a monetary prize themselves, though their contributions can be recognized in team awards.) 
4. Federal Employees: The Participant must not be a federal entity or a federal employee acting within the scope of their employment. (Federal employees of agencies other than HHS may participate in their personal capacity but should consult their ethics officials to ensure no conflict. Employees of HHS, or any component of HHS, may not participate.) 
5. Challenge Affiliates: The Participant must not be a Challenge judge, or any other party involved in design, production, execution, or administration of the Challenge (or an immediate family member of such a party). 
6. Age: The Participant (individual or team lead) must be 18 years of age or older at the time of submission. 

Participation Rules: 

1. Participants (individuals, teams, or organizations) may not use federal funds (grant money or federal contracts) to develop their Challenge submissions or to fund efforts in support of their submissions. 
2. Federal contractors may not use federal contract funds to develop or support their Challenge submission. 
3. By participating, each Participant agrees to assume all risks and waive claims against the federal government and its related entities for any injury, death, damage, or loss of property, revenue, or profits arising from participation in the Challenge. (The only exception is for claims of willful misconduct.) 
4. Based on the subject matter of the Challenge and the work it entails, and analysis of potential risks, Participants are not required to obtain liability insurance, demonstrate financial responsibility, or indemnify the federal government to participate. 
5. A Participant will not be deemed ineligible for using federal facilities or consulting with federal employees during the Challenge, provided that such resources are made available to all participants on an equitable basis. 
6. By participating, each Participant warrants that they are the sole author or owner of (or have rights to use) any intellectual property in the submission, and that the submission does not infringe upon any third-party rights. 
7. By participating, each Participant grants NIH a nonexclusive, irrevocable, royalty-free, worldwide license to reproduce, publish, share, and publicly display their submission (or parts of it) for the purposes of administering or promoting the Challenge. Participants retain all other intellectual property rights. Participants further warrant that there are no legal obstacles to granting the above license to the federal government. No transfer of IP ownership is required to receive an award; winners simply grant the government the limited licenses described here. 
8. Participants must adhere to all applicable federal, state, and local laws, regulations, and policies. Participation in the Challenge constitutes the participant’s full and unconditional agreement to abide by all rules of this competition. Winning is contingent upon fulfilling all requirements herein. 
9. As a condition of being awarded a prize, each winning Participant (individual or entity) must complete and submit all requested winner verification and payment documents to NIH within 10 business days of notification. Failure to return required documents by the specified date may result in disqualification of that winner. 

Team Size: Note: There is no minimum or maximum team size required; individual participants and teams of any size are eligible to compete. 

JUDGING CRITERIA 

Basis Upon Which a Winner Will be Selected. A panel of expert judges will evaluate submissions in each phase according to the criteria below. In each phase, the highest-scoring submissions that meet all requirements will be selected as winners (subject to the number of awards available). 

Phase 1 Evaluation Criteria 

1. Innovation & Technical Excellence (25%) 

Is the concept creative, and is it technically sound? Judges will assess the extent to which the solution transforms ODS fact sheet content into new, engaging formats spanning multiple modalities (from the list above; more modalities targeted will be awarded higher scores). Submissions should include: (S) Specific: a clear description of the innovative aspects and modalities used; (M) Measurable: a system sketch or architecture diagram showing how the different modalities will exchange data or interact, and up to 6 minutes of demo media (e.g. mockups, wireframes, or concept videos – roughly 2 minutes per modality) to illustrate the concept; (A) Achievable: evidence that the solution can be built with currently available technology (list top 3 technical dependencies and any risks/mitigation strategies); (R) Relevant: a rationale linking each interactive feature to a specific behavior change or learning objective (using an appropriate framework such as COM-B or TTM, with citations as needed); (T) Time-bound: assurance that all proposed Phase 1 materials can be completed within the Phase 2 period. 
Objective Assessment Examples: 

• Does the solution present ODS information in formats that don’t already exist?  
• Are the technical connections between modalities clearly thought out?  
• Is it feasible to build with existing tech? 

2. Audience Reach & Demographic Targeting (30%) 

Does the concept effectively target the right people? Judges will look at how well-defined and justified the target audiences are and how the solution will reach them. Submissions should include: (S) Specific: clearly name 2 or 3 target groups and provide an evidence-based justification for why each group needs better dietary supplement information; (M) Measurable: for each target group, provide at least one tailored content example (a mockup or sample snippet is acceptable) and a channel/distribution plan with estimates of reach (with data sources for any numbers, e.g. “expected to reach 5,000 teen users based on local school enrollment data”); (A) Achievable: letters of intent or Memoranda of Understanding from one or more partners who will assist in reaching these groups (at least one letter is required, more are encouraged), specifying their roles; (R) Relevant: evidence that the proposed content and channels align with each group’s needs, literacy level, and technology access (e.g. citing demographic data or prior studies); (T) Time-bound: a brief co-design plan (following CBPR principles) outlining how relevant partners or representatives will be involved in design and feedback during Phase 2, with milestones.
Objective Assessment Examples: 

• Are the target audiences well-supported by data (e.g. clearly documented needs or disparities)?  
• How specifically do the sample content and distribution plans address each audience’s needs?  
• How concrete are the partnership commitments (specific support vs. vague interest)? 

3. Scientific Accuracy & Health-Impact Potential (25%) 

Is the content accurate and will it make a difference in health decisions? Submissions should demonstrate a commitment to evidence-based information and impactful outcomes. Judges will consider: (S) Specific: inclusion of a traceability table or reference list mapping any health claims or advice in the concept to exact sources in ODS fact sheets (with page/section references); (M) Measurable: definition of 3–5 key intended outcomes or metrics for the solution (e.g. improved quiz scores, changes in intent to use supplements safely), with specific instruments or measurements and target values (e.g. “increase supplement knowledge quiz scores by 10 percentage points”); (A) Achievable: a brief justification of the proposed sample size and design for Phase 2 user testing (e.g. showing that having ~20–40 users in a pilot could detect the expected improvement – a full statistical power calculation is not required at this stage, but some rationale should be given); (R) Relevant: how directly the outcomes relate to safer or more informed supplement use (outcomes focused on behavior change or decision-making, not just knowledge for its own sake); (T) Time-bound: an overview of the evaluation plan that fits within Phase 2’s timeline, including any draft survey questions or measures. 

Objective Assessment Examples: 

• What proportion of health-related statements in the concept are backed by ODS references?  
• How specific and realistic are the proposed outcome targets?  
• Are the chosen metrics appropriate to measure changes in supplement-related knowledge or behavior? 

4. User Engagement & Experience Design (20%) 

Is the solution user-centered and engaging? Judges will evaluate how well the concept considers the user’s journey and incorporates user feedback. Submissions should include: (S) Specific: a user journey or task flow diagram illustrating key steps a typical user would take from first encountering the solution to making a supplement decision; (M) Measurable: either evidence of some initial user input in developing the concept (e.g. notes or quotes from 5–10 people in the target audience consulted informally), OR a plan for rigorous user testing in Phase 2 (outlining a protocol to test with 20–40 users and specific usability metrics like System Usability Scale scores); (A) Achievable: a few concrete examples of how user feedback (real or anticipated) has shaped the concept (for instance, “community members said interface was too complex, so we simplified the home screen”); (R) Relevant: identification of how users will move between modalities (e.g. describing specific interface elements like buttons, QR codes, or links that connect the app to the social media content, etc.); (T) Time-bound: evidence and feedback from testing so far, collected in the Phase 1 timeframe (or that a detailed testing schedule for Phase 2 is ready). 

Objective Assessment Examples: 

• How complete is the depiction of the user experience (does it cover all major steps and decision points)?  
• If user feedback was gathered, is it clearly integrated into the design?  
• If not, is there a clear, specific plan for user testing? Are the cross-modality transitions well thought out and clear? 

Submission Requirements

Phase 1 Submission: All Phase 1 Concept Development submissions must be submitted using the challenge submission portal (HeroX.com). Teams should submit the required materials (described below) according to the instructions on the portal (acceptable file formats, size limits, etc., will be provided on the site). Submissions must be in English. Only one submission per team is allowed for Phase 1. There is no fee to enter. 

Required Deliverables – Phase 1 (Concept Phase): 

• Concept Paper – A written proposal, ≤10 pages, describing the vision and goals of the solution, the 2–3 target groups it will address (with justification), the selected modalities and how they will integrate, and high-level plans for Phase 2 evaluation and Phase 3 implementation/sustainability. This document should include any figures or tables necessary (within the page limit). 
• Concept Demonstrations – Illustrative media demonstrating the concept across multiple modalities, with higher scores being given to solutions that effectively target more modalities. This can include mockups, wireframes, illustrations, or storyboarded videos. Up to 6 minutes total of media is allowed (e.g. two-minute demo for each modality). These demos do not need to be polished or fully functional; simple prototypes or even slides/videos capturing the envisioned user experience are acceptable in Phase 1. 
• Demographic Customization Samples – At least one example of tailored content for each target audience identified. For instance, if older adults and new mothers are target groups, provide a sample of how the content or approach is customized for each. (This may overlap with the concept demos or be described in the concept paper.) 
• User Engagement Plan – Either evidence of informal user feedback already gathered (notes from 5–10 potential users or community members about the concept), OR a Phase 2 testing plan detailing how the team would test the prototype with users (specify target number of testers, e.g. 20–40, and methods like surveys or interviews, and include any planned usability metrics such as SUS). This element is to demonstrate a user-centered mindset. (As noted, providing actual Phase 1 user feedback is optional but encouraged; teams without it should focus on a strong testing plan.) 
• Team & Partners – A description of team composition and any confirmed partners. Include the roles/expertise of key team members and at least 1 letter of intent (LOIs) or Memorandum of Understanding (MOUs) from community partners or organizations that have agreed to support the project (e.g., assisting with content co-creation, user recruitment, or dissemination). Also, please attach brief resumes/bios for core team members (each ≤ 1 page). The letters can count as appendices (not part of the 10-page concept paper limit). 

Important Note (Phase 1): Working software/code is NOT required in Phase 1. Solvers may submit mock-ups, sketches, and conceptual prototypes. Focus Phase 1 efforts on concept development, user journey mapping, and partnership building rather than programming. The judging will place value on the creativity, evidence-base, and community engagement plan behind the concept. Fully functional prototypes will be developed in Phase 2 for those who advance. 

Important Considerations 

Content & Scientific Accuracy Requirements: All health-related content in the solution must be accurate and evidence-based. Any health claims or recommendations must include traceable citations to specific ODS fact sheets (with exact references to sections or pages). Solutions should proactively address common misinformation about supplements while promoting safe, informed usage. Culturally appropriate translations, multiple language options, and tailoring for different health literacy levels are strongly encouraged to maximize accessibility and impact. 

Technical & Compliance Standards: 

• Accessibility: Solutions must demonstrate efforts toward compliance with WCAG 2.2 Level AA accessibility guidelines. By the end of Phase 3, winning solutions should meet Level AA standards (which include providing text alternatives for non-text content, ensuring content is perceivable and operable for those with disabilities, etc.). Participants should plan for accessibility from the start (e.g., high-contrast design, screen-reader compatibility). 
• Privacy: Solutions should implement basic privacy protections. Because submissions should not collect or store personally identifiable health data (this is not a clinical trial), full HIPAA compliance is not required. However, teams should protect any user information collected (e.g., using anonymized or aggregate data) and be transparent about data use. 
• TikTok Usage: As noted, TikTok content must be created and tested outside of government equipment. If your solution involves TikTok, you will need to use personal or non-federal devices/software to develop and demonstrate that content. The final TikTok-format content should be delivered in a transferable format (e.g., video files) for NIH review. Plan accordingly to comply with this restriction. 

Partnership and Community Engagement Requirements by Phase: 

• Phase 1: Minimum of one (1) signed Letter of Intent or MOUs from partners, stakeholder organizations, or other groups who will support the project (for example, by providing user input, access to target audiences, or cultural insight). These letters should outline the partner’s intended role. 
• Phase 2: Active engagement with partners – e.g. 1–2 feedback sessions or co-design workshops with community members/partners should be conducted and documented. Partners should be involved in reviewing prototypes or advising on content. 
• Phase 3: Establishment of a Community Advisory Board (CAB) (or an equivalent advisory mechanism) that meets at least twice during the pilot. Document these meetings with minutes and demonstrate that community advisors had input on implementation decisions. Additionally, the Phase 3 pilot’s participants should include roughly 15–30% from underserved populations, and teams will be asked to verify this in their reports (to ensure solutions address health equity). Teams should also show evidence of shared decision-making with community partners in the final phase.

Submission Format Requirements: All submissions must be in English. Instructions for file uploads (allowed formats, size limits) will be available in the submission form. If your submission includes software or an app, you may provide a link with instructions, but a recorded demo is recommended to ensure judges can evaluate it easily. Each team should save a local copy of this announcement and refer to section references (e.g. “See Phase 1 Deliverables”) to ensure all required elements are included.