The Challenge—which consists of five separate waves of competition, each with up to eight challengers—awards those participants garnering the highest overall MPG over the course of a 30-day period. It kicks off with an event today in West Caldwell, N.J., to hand off vehicles to the first wave of challengers.

Participants will borrow a Prius Plug-in for 30 days. To be eligible to win, challengers must drive a minimum of 500 miles total and 75 miles each week. The highest overall MPG according to the Prius’ trip computer per 30-day challenge wins a $2,500 contribution, with second-place finisher earning $1,000 and the third-place finisher winning $500. All participating companies will also receive a $200 gas card.

The first wave of organizations participating as MPG Challengers includes:

• The Greyston Foundation, a Yonkers, N.Y.-based network of for-profit and not-for-profit entities providing life services and work opportunities to low-income individuals and families, including the bakery that exclusively supplies brownies to Ben & Jerry’s Ice Cream.

• Greater Mercer TMA, a nonprofit, public private partnership dedicated to reducing traffic congestion, decreasing air pollution and improving mobility in and around Mercer and Ocean County, N.J.

• Bloomfield College, an independent, four-year college in Bloomfield, N.J., that prepares students to attain academic, personal and professional excellence in a multicultural and global society.

• RYASAP, a Bridgeport, Conn.-based nonprofit that serves as a catalyst in communities to ensure the safe and healthy development of youth, young adults and families.

• The Center of United Methodist Aid to the Community Ecumenically Concerned Helping Others (CUMAC/ECHO), which works to alleviate hunger and its root causes in Paterson, Passaic County and northern N.J.

• Glamourgals, a national organization that creates teen volunteer chapters providing companionship and complimentary beauty makeovers to women living in senior homes.

• The Helping Hands Food Pantry, a donation-run group established by a local councilman and minister in Teaneck, N.J., that provides free, supplemental groceries to needy residents

Challengers will document their activity in real-time via social channels, including Facebook, Twitter and Instagram.