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
Awards:- $869,000
Deadline:- 07-04-2026
