HRSA and MCHB officially launched the Promoting Pediatric Primary Prevention (P4) Challenge competition this week to respond to declining rates of childhood vaccination coverage and well-child visits due to COVID-19. This challenge will award $1 million in prizes for innovative approaches to increase access to and use of well-child visits and/or immunization services within primary care settings. Partnerships with state and local organizations are encouraged, and submissions must include a primary care provider who delivers health services to children. HRSA and MCHB expect to select up to 50 Phase 1 winners and up to 20 Phase 2 winners. The submission period will open in January.