Challenge Rules

Public Health Social Media Challenge (“Challenge”) Rules

February 12, 2014

1 Challenge Question
2 Challenge Statement
3 How it Works
4 Key Dates
5 Awards
6 Additional Qualification Requirements
7 Obligations of all Teams
8 Obligations applicable to Award Recipients
9 Verification
10 License of Rights to Submission
11 Liability/Indemnification/Interference with the Challenge or Website.
12 Use of Personal Information
13 General
14 Linked Sites
15 Interpretation of Definitions
16 Award Decisions and Appeals
17 Supremacy of the Rules

1 Challenge Question

How can social media improve public health?

2 Challenge Statement

The ImagineNation Public Health Social Media Challenge challenges public health organizations to use social media in a creative and effective way to improve the health of the Canadian public.

3 How it Works

  1. Teams register the current or future social media initiative they wish to enter in the challenge on the challenge website.
  2. At the end of the challenge, teams describe how the initiative unfolded and their results.

Team Eligibility

Each team must have one lead organization. The team may include other individuals and organizations, referred to in the challenge as team members. Organizations that do not meet the criteria for a lead organization may participate in a team as a team member, as long as the team has an eligible lead organization.

Each team’s lead organization must be:

  1. A public health institution or authority responsible for the delivery of public health services in Canada; or
  2. A public health institution or authority that is responsible for the health promotion function of government; or
  3. A similar organization, as approved in writing by Infoway.

Agencies or departments of the federal government may participate on a team as a team member. However, award monies cannot be disbursed to these agencies or departments. The lead organization on a team that includes an agency or department of the federal government may receive monetary awards if the lead organization is otherwise eligible.

Organizations, whether lead organizations or team members, may submit multiple initiatives to the challenge, as long as each initiative is unique and is entered through a separate registration process.

Initiative Eligibility

To be eligible to be entered in the challenge, the initiative must have the following attributes:

  1. The key messages of the social media initiative must be primarily aimed at improving the health of a segment of people living in Canada, including through the social determinants of health.
  2. The initiative must be targeted beyond the staff or members of the organizations on the team.
  3. The messages must adhere to the best available evidence on practises and information regarding the health issue that is the focus of the initiative.
  4. Initiatives must not infringe on intellectual property rights, and must be consistent with relevant legislation, regulations, and professional standards, including privacy and anti-spam laws.
  5. The initiative must be active during at least part of the challenge period of February 26, 2014 to September 30, 2014. Initiatives can be active before the start of the challenge and continue beyond the challenge, but team activities outside the challenge period will not be considered towards the team’s results.


On behalf of the lead organization, the team leader must register the team on the challenge website and provide:

  1. The name of the social media initiative being entered.
  2. The public health issue(s) that the initiative targets.
  3. The initiative’s targeted audience and an estimate of the size of the target audience, with an explanation of how the estimate was calculated.
  4. An indication of whether the target audience is local, provincial or national.
  5. The intended outcomes of the initiative in measurable, public health terms.
  6. A list of the objective measures that can be used to verifiably evaluate the virulence and effectiveness of the initiative.
  7. A “preferred metric”: the metric the team considers to be best suited to measure the initiative’s intended results.

Each team must have an individual team leader who is the primary point of contact for the team. Team leaders may invite, through the mechanism provided on the challenge website, other persons to register as team members on the challenge website in order to assist with administering the team.

The team leader:

  1. Is the primary point of contact for team members throughout the challenge;
  2. Is the primary point of contact for Infoway throughout the challenge;
  3. Acts as coordinator for the team’s activities, including submission before the appropriate deadlines, cooperation in any verification process, and award distribution;
  4. Is responsible for the initial team registration;
  5. Must have the authority to join the challenge on behalf of the lead organization, or invite onto the team a team member who has such authority; and
  6. Must agree to comply with the challenge rules and all relevant legislation and regulations.

The email address provided by the team leader will serve as the primary mechanism by which Infoway communicates with the team leader.

Qualification Approval

Once all required items for qualification are submitted to the challenge website, Infoway will review them for completeness and adherence to the rules. Once a team is deemed qualified by Infoway, the team leader will be notified by email or phone.

Final Report

By the Final Report deadline, each team must submit a Final Report of no more than two pages in PDF format. The Final Report must contain:

  1. A recap of the deployed elements of the initiative, including any activities that take place outside of social media channels, such as news releases and ad buys.
  2. The team’s reasons why the initiative should be chosen as Judges’ Choice Public Health Social Media Initiative and/or Most Innovative Public Health Social Media Initiative.
  3. A description of how, if at all, the execution of the initiative differed from registration and why the change(s) occurred.
  4. Documentation of the key elements of the initiative: tweets, videos, Facebook pages, etc. in the relevant format (website URLs, screen captures, etc.). This should include a selection of the most notable materials rather than all materials. The selection may contain content created by users. The documentation of key elements of the campaign will not be counted toward the two page Final Report limit, but judges are not required to review all materials submitted.
  5. The results of the objective metrics identified at registration.
  6. The results of the team’s preferred metric, preferably collected at multiple points in the initiative.
  7. A description of the key lessons learned by the team throughout the initiative.

4 Key Dates

Table 1: Key Dates



February 26

Challenge registration begins.

February 26 – March 24

Submissions to the first Expert Forum accepted.

March 3

Early Participation Incentive deadline

March 25 – May 30

Submissions to the second Expert Forum accepted.

September 30

Registration and Final Reports deadline

October 2014

Awards Announced

5 Awards

Table 2: Summary of Awards




Total Available

Early Participation Incentive A draw for teams that join by March 3, 2014 and earn ballots in the draw. Up to 3 draws of $1,000


Judges’ Choice Public Health Social Media Initiative Awarded to the top-performing initiative First: $30,000
Second: $20,000
Third: $10,000


Judges’ Award for Innovation For the initiative judged to be most innovative $10,000




*Additional awards may be added.

Early Participation Incentive

Teams that qualify before the award deadline are eligible to participate in the Early Participation Incentive for up to three awards of $1,000. Teams earn one ballot in the draw for each of the following activities completed before 3 p.m. ET on March 26, 2014:

  1. Qualifying for the challenge before 3 p.m. ET on March 26, 2014.
  2. Adding the official Infoway Twitter account, @Infoway, to the lead organization’ s “Following” list.
  3. Spreading the word about the challenge by retweeting an Infoway tweet about the challenge on the lead organization’s official Twitter account.
  4. Posting on the lead organization’s official Facebook or LinkedIn status a Challenge-related status that includes a link to the challenge website and tags the Infoway Facebook page.

A draw from among all ballots will be held within ten days after qualification decisions have been made for all teams that submitted qualification materials before the draw deadline. Draws will take place at Infoway’s office at 150 King Street West, Suite 1300, Toronto, Ontario. Recipients will be contacted by phone.

Judges’ Choice Public Health Social Media Initiative

A panel of judges convened by Infoway and comprising communications experts, public health experts, representatives of the public, and/or others, will judge eligible initiatives based on the award criteria. Judges will have access to the registration information and Final Report for each initiative they judge. Teams must have submitted both the registration information and the Final Report by 3 p.m. ET on September 30, 2014 to be considered.

Awards are available for up to the top three teams. The award amounts are as follows:

First $30,000
Second $20,000
Third $10,000

Award Criteria

  • Virulence of the Initiative (30%) – Given the quantitative measures identified at registration, the length of the initiative, “metric of choice”, and intended audience size, how much did the message spread? Consideration is given to the meaningfulness of the engagement, e.g. being followed on Twitter may not be as strong as participating in a chat on Twitter.
  • Effectiveness of the messaging (30%) – Was the message appropriate to the stated audience? Was the message suited to the social media outlets used? Did the message reflect the best evidence on the issue? Was the message likely to achieve the stated health outcome or behaviour of the initiative?
  • Effectiveness of the initiative (30%) – Did the initiative achieve the results desired?
  • Lessons Learned (10%) – Did the team provide considered and insightful thoughts in the report on the lessons learned throughout the process of the initiative?

Judge’s Award for Innovation

A panel of judges convened by Infoway and comprising communications experts, public health experts, representatives of the public, and/or others, will judge the initiatives based on the award criteria. Judges will have access to the registration information and Final Report for each initiative they judge. Teams must have submitted both the registration information and the Final Report by the 3 p.m. ET on September 30, 2014 to be considered.

One award of $10,000 is available.

Award Criteria

  • Innovative Use of Social Media – How unique was the use of available social media tools? Did the initiative go beyond the typical use of communication channels to do something creative and engaging?

Additional Benefits
In addition to the awards above, Infoway and the challenge’s Supporting Organizations (organizations that support and promote the challenge; list available on challenge website) may provide opportunities that will be made available to challenge participants throughout the challenge. Participation in these opportunities is optional. These opportunities will be announced on the challenge website.

6 Additional Qualification Requirements

  1. In order to be eligible for an award, the team leader and all team members must meet and agree to all of the terms and conditions described in these rules.
  2. Infoway reserves the right to refuse an entry from a person or a team whose eligibility is in question or who has been disqualified or is otherwise ineligible to enter.
  3. When an individual enters the challenge as an employee, contractor or agent of another party, he/she warrants that such party has consented to the individual’s participation on its behalf. The individual also warrants that his/her actions do not violate any of the employer’s or contractor’s policies or procedures. Any submission made on behalf of another party without that other party’s consent is void.

Parties Ineligible to Participate:

  1. No organizations outside of Canada are eligible to participate in the challenge.
  2. Directors, officers, employees and agents of Canada Health Infoway and their immediate family members as well as all persons with whom they reside, are not eligible to participate in the challenge.
  3. Directors, officers, employees and agents of Idea Crossing, their immediate family members and respective partners, affiliates, divisions and subsidiaries, and all persons with whom they reside, are not eligible to participate in the challenge.
  4. Challenge judges, their immediate family members, and all persons with whom they reside, are not eligible to participate in the challenge.
  5. Directors, officers, employees and agents of Supporting Organizations of the challenge are not eligible to act as team leaders, but may participate as team members.
  6. For the purposes of the challenge: “immediate family member” is defined as a spouse, a common law partner, his or her dependent children as well as the dependent children of his or her spouse or common-law partner.

7 Obligations of All Teams

Each team member agrees that for all purposes the identifier established for him/her in the context of the registration or similar process will be attributed to and legally bind such team member and may be relied upon by Infoway and its agents, affiliates, and other third parties with whom Infoway works with respect to the challenge and this even if another person used the team member‘s identifier. The team member agrees to guard as confidential information any account username and/or password created as a result of the challenge.

Infoway reserves the right to disqualify a team member or team from the challenge if Infoway, reasonably believes that a team member has attempted to undermine the legitimate operation of the challenge by cheating, deception, or other unfair playing practices, or has tampered with any of Infoway’s websites, the submission process, the judging process, has violated these rules, acts in an unprofessional or disruptive manner, or annoys, abuses, threatens, or harasses Infoway, its Supporting Organizations (organizations that support and promote the challenge), its representatives or any other challenge team or team member, or if a team member provides (or Infoway has reasonable grounds to believe that a team member provided) any information that is inaccurate, erroneous, not current, or incomplete.

The team agrees to provide accurate, current and complete information at all times. Teams also agree that they will review, maintain, correct, and update such information in a timely manner to maintain its accuracy and completeness by using the means allowed for the relevant information or, when appropriate, by contacting Infoway. If a team provides (or Infoway has reasonable grounds to believe that a team member provided) any information that is inaccurate, not current, or incomplete, Infoway may suspend or terminate access, and/or participation in the challenge, in addition to exercising all rights and remedies allowed by law.

No member of any team is to submit personal or confidential patient information to Infoway, and must at all times during the challenge adhere to the appropriate legislation and regulatory guidelines regarding personal health information.

Each team member agrees to reasonable participation, without any compensation, contribution, or fee, in Infoway efforts to promote the Challenge.

8 Obligations Applicable to Award Recipients

If an award recipient is found to be ineligible or otherwise not in compliance with these rules, the award recipient will be disqualified from that award, and all rights of the recipient to the award will be forfeited. If this occurs, Infoway may, at its sole discretion, select another award recipient from the remaining eligible teams.

Award recipients may be invited to participate in additional activities to communicate and share their submission and experience, for example through a webinar.

All monetary challenge awards will be forwarded to the lead organization named by the team leader during registration, which is then responsible for any distribution to others. The recipient selected to receive any award payment cannot be a federal government department or agency. It is the responsibility of the team to determine how the award money will be distributed. Once it has disbursed awards to the organization designated by the team leader, Infoway will not be involved in further distribution of award monies.

9 Verification

Infoway may verify, or request that a third party verify, the information provided in the submission to ensure compliance with challenge rules at any time for any reason. Any team or team member found to be in violation of the rules will be informed of the violation and will have three (3) business days to address the violation to the satisfaction of Infoway and/or the challenge auditors. Infoway, in its sole discretion, will determine the appropriate course of action, which may include disqualifying the team in question from the challenge, in addition to exercising all rights and remedies allowed by law. Teams may revise data they have submitted if that data was originally submitted on time.

10 License of Rights to Submission

By entering the challenge, all team members (i) represent and warrant that they have all necessary rights, title, interest, including licenses, in and to all information, intellectual property and other material posted to the challenge website “the Website” or otherwise submitted as part of registration to or in the course of the challenge, or by reason of having received any award, including initiative data, team member’s identification, profile and contact information, submitted plans, videos, and webinars, by any team member or by anyone else through the use of any team member’s username and password (the “Material”) or by other means, and may grant all licenses, waivers and other rights set out herein, and (ii) grant the following nonexclusive, unrestricted, worldwide, royalty-free, fully paid up and irrevocable licenses:

a) To Infoway, its Supporting Organizations, its affiliates, its sublicensees , and their successors and assigns to access, reproduce, distribute, import, export, display, communicate or make available to the public, or otherwise use any Material, including any part thereof, whether as submitted or with any adaptation or other modification, in any format, on any medium and by any means, whether now known or existing or that may become known or existing in the future (each, a “Use”), for the purpose of promoting and/or sharing the team’s submission and the experience of the challenge; and

b) To any person accessing the Website (“Visitors”) to use any Material, but solely for non-commercial purposes, as submitted (without any adaptation or other modification), provided that, where reasonable in the circumstances, the name of the team or team member, as disclosed as part of the registration process, is associated with any such Use.

The preceding license extends to all rights, including any intellectual property rights as may protect any Material or team or team member, whether now enacted, conferred or recognized or that may be enacted, conferred or recognized in the future, that any team or team member (or successor and assigns) may own, control or obtain, including pursuant to applications or registrations made with the appropriate governmental authorities either before or after the date of the team or team member’s submission.

Subject to the limitations set forth above, all team members hereby irrevocably waive any moral rights that (s)he may have in the Material to the full extent allowed under any applicable laws, for the benefit of Infoway and any other person who benefits from the above licenses.

The rights granted herein shall be granted without any compensation other than that specifically provided in these rules.

11 Liability/Indemnification/Interference with the Challenge or Website

No responsibility is assumed by Infoway, its advertising and promotional agencies, their respective directors, officers, employees and representatives, its Supporting Organizations for any disruption to telephone network or lines, computer on-line systems, servers or providers, computer equipment, software or the failure of any submission to be received because of technical problems or traffic congestion on the Internet or at any website, or any combination thereof, as well as for any lost, incomplete, destroyed, misdirected, illegible or late submission which was not received, for any reason whatsoever.

Infoway and its Supporting Organizations are not responsible for printing, distribution or production errors and may terminate, modify, extend any portion of, or withdraw, this challenge, at any time and for any reasonable cause whatsoever, without requirement of individual notice and without liability. Any changes to these rules will be posted on the challenge website.

Infoway reserves the right to modify the challenge (including, but not limited to, extending any portion of the challenge), these rules, or to cancel this challenge for any reasonable cause whatsoever including, but not limited to, in the event of technical corruption, virus, bugs, non-authorized human intervention or other technical problems which may arise from time-to-time which in Infoway’s opinion undermine or destroy the integrity of this challenge. No liability or responsibility is assumed by Infoway or Supporting Organizations, resulting from user attempts to participate in this challenge or if required, download any information necessary to participate in this challenge.

If for any reason the challenge is not capable of being conducted as intended by Infoway, including due to computer viruses, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other cause that corrupts or interferes with the administration, security, fairness, integrity or proper conduct of the challenge, Infoway may, at its sole discretion, disqualify any team responsible for such misconduct and may then cancel, terminate, modify, or suspend the challenge.

Any attempt to deliberately damage any website or interfere with the legitimate operation of the challenge may be a violation of criminal and civil laws, and Infoway reserves the right to seek damages and/or other relief from all responsible persons to the fullest extent permitted by law.

By entering this challenge, a team or team member agrees to hold Infoway, its Supporting Organizations, their respective directors, officers, employees and representatives, harmless from and against any and all claims and liability arising directly or indirectly out of or in any way connected with this challenge and/or the award(s) provided.

By entering the challenge, each team releases Infoway and its Supporting Organizations, directors, officers, employees, and representatives from any liability whatsoever for any claims, costs, losses, or damages of any kind (including, without limitation, those related to personal injury, death, damage to property, infringement of proprietary rights, rights of publicity or privacy or defamation) arising out of or in connection with:

i) entering and participating in the challenge;

ii) the information submitted;

iii) the outcome of the challenge and/or

iv) accepting any award.

By participating in this challenge, the team agrees to be bound by the rules and the decisions of the judges and Infoway.

12 Use of Personal Information

By registering and entering the challenge, the team leader consents to the collection and use by Infoway of his/her personal information in order to process the submission and administer the challenge, including the granting of any awards.

The team leader and all team members consent to the collection, use and publication on the website of the team’s name, location, organization(s), and initiative information, which information is mandatory in order to participate in the challenge, and which information will be posted on the challenge website.

The team agrees that by entering the challenge this constitutes permission for, and team’s consent to, Infoway, its agencies and representatives to use his/her submission and the names and/or likenesses of the team or team member for advertising, and promotional, publicity and educational purposes, in any media now known or hereafter devised, without further notice, compensation, consideration, review, or consent, and without regard to moral rights, unless prohibited by law.

The team recognizes and agrees that the information he/she provides may be stored on servers located in the United States.

13 General

In the case of any issues with the challenge website that delays submission, a resolution decided at the sole discretion of Infoway will be communicated to the team leader.

The section headings contained herein are included solely for convenience and are not intended to be full or accurate descriptions of the content thereof and will not affect the interpretation of these rules.

This challenge and the terms and conditions contained in these rules, shall be exclusively governed by and construed in accordance with the laws of the Province of Ontario, Canada and the federal laws of Canada applicable therein. The parties hereby attorn to the exclusive jurisdiction of the courts of Ontario.

Any litigation respecting the awarding of an award or this challenge must be initiated before the courts in the City of Toronto in the Province of Ontario, Canada.

This challenge is void where prohibited or otherwise restricted by law.

14 Linked Sites

The challenge website may contain links to Web sites of third parties. Infoway provides these links simply as a convenience, but does not endorse the linked website or its contents. While the information, products, services and information may be helpful to those accessing these sites, they are independent entities of Infoway, are not controlled by Infoway, the contents are not endorsed by Infoway, and any visits to linked sites are at the sole risk of the persons accessing same. These sites are governed by privacy policies (if any) of the organization providing the linked website(s).

15 Interpretation of Definitions

Infoway may, from time to time, make clarifications with regard to the rules. These will be available at .

16 Award Decisions and Appeals

All decisions regarding this challenge and the selection of the award recipients are final and without any right of appeal.

17 Supremacy of the Rules

Where any discrepancy exists between these rules and other documents issued or provided in the context of the challenge, these rules shall prevail.