The Quit & Thrive Challenge is a funding opportunity sponsored by the Office of Disease Prevention (ODP) within the Office of the Director at the National Institutes of Health (NIH) and the U.S. Centers for Disease Control and Prevention (CDC). The initiative seeks to identify and promote community-derived solutions aimed at reducing menthol cigarette smoking. It focuses particularly on groups with disproportionately high rates of menthol cigarette use, including youth, racial and ethnic minorities, sexual and gender minorities (SGM), and people with lower incomes. The challenge's ultimate goal is to enhance the evidence base of interventions designed to help these populations quit smoking, especially menthol cigarettes, which are known to have higher addiction potential.

The challenge offers up to nine cash prizes of $100,000 each to successful applicants. These funds are intended to recognize and further support community-led solutions that have already been implemented and proven effective in reducing menthol cigarette use. The winning submissions will be featured on the ODP and CDC websites and promoted via social media, allowing the ideas to reach a wider audience and encourage broader adoption. This challenge was created in response to the well-documented health disparities associated with smoking in vulnerable communities, particularly the increased appeal and addictiveness of menthol cigarettes.

The challenge seeks solutions in a variety of forms, including but not limited to local or state laws that limit menthol cigarette sales, public awareness campaigns, smoking cessation programs tailored to vulnerable populations, and initiatives that address social factors such as housing instability or food insecurity that hinder smoking cessation. Submissions must demonstrate measurable changes in behavior, such as reduced cigarette consumption or increased quit attempts among those who smoke menthol cigarettes. Effectiveness metrics may also include improvements in community health indicators, such as decreased tobacco sales in a given area or increased use of cessation resources.

Eligible applicants include state and local tobacco control agencies, public health departments, health clinics, community-based organizations, and faith-based organizations that are incorporated in and maintain a primary place of business in the U.S. Educational institutions, such as colleges or universities, are not eligible to apply. Furthermore, organizations that are primary awardees of NIH grants are also ineligible. The challenge opens for submissions on November 1, 2024, with the closing date for submissions set for February 28, 2025, at 11:59 p.m. ET. A pre-submission webinar will be held on December 17, 2024, to provide guidance on eligibility, submission processes, and to answer any questions from potential applicants.

Applications will be reviewed, and winners will be selected between April and May 2025, with awardees announced in July 2025. The prize money and public recognition are aimed at scaling up effective solutions to further tackle menthol cigarette use and tobacco-related health disparities across the U.S. The challenge aligns with the efforts of the NIH and CDC to reduce smoking-related health disparities, advance smoking cessation efforts, and promote public health.