Insurance company The Co-operators has begun a promotion called the "National Co-op Challenge." The initiative takes the form of a social media contest in which small Canadian co-operatives can win various amounts of prize money from a $220,000 pool. Six finalists from each of four geographic regions will be selected from the eligible co-operative applicants. The 24 finalists will each produce a video describing what they would do with the prize money. Winners will be determined by public voting on the contest's Facebook page. The three most popular organizations in each region will receive prizes of $30,000, $15,000 and $10,000. The grand prize winner will be determined through a random draw from among the four regional winners. This winner will receive resources and consultation services to help promote and develop their co-op. "Co-ops provide members with a meaningful voice in directing the organization, so it is fitting that the National Co-op Challenge provides Canadians with a say in deciding which enterprises will receive some of our financial support," said Kathy Bardswick, president and CEO of The Co-operators. "There are many emerging co-ops throughout the country that could put this funding to very good use, but it will be up to the voters to decide who will win."