OFFICIAL RULES - PSORIASIS CURE NOW 2009 VIDEO CONTEST

CONSUMER DISCLOSURE: NO MEMBERSHIP, PURCHASE, OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN THIS CONTEST.

1. The Contest: This Contest has two parallel tracks, a “Walk” track and a “Web” track. Most of the Rules are the same for both tracks, but please note the important differences specified below. You may submit a video for one track or videos for both tracks, but may not enter more than one video in each track of the contest. Your mission is to prepare an original 15 to 30 second video that will educate people with psoriasis and/or psoriatic arthritis about the value of connecting with others with psoriasis and the useful resources that are available to help psoriasis patients connect with one another. Specifically:

(A) Walk track: Prepare a video:

(1) Focused on the fact that Psoriasis Walks are fun and informative ways to connect with other psoriasis patients, to raise money for the cause while connecting with others who share their concerns about finding a cure for psoriasis and psoriatic arthritis. This is a marketing contest as much as a video contest (see Judging, below), so feel free to come up with additional reasons how psoriasis patients benefit from participating in a Psoriasis Walk. Remember your target audience is psoriasis patients. You may want to visit www.PsoriasisWalk.org for additional ideas about our Walks, and you can craft a video expressing our ideas and/or ideas of your own—whichever you believe most effectively makes the case to motivate psoriasis patients to participate in a Psoriasis Walk. (We’re doing this contest because we think you may have a better way to get psoriasis patients excited about our Psoriasis Walks than we have developed so far, so don’t feel bound by how we have approached the issue.)

(2) The video must also reference the name and/or logo of Psoriasis Cure Now, the nonprofit educational charity sponsoring this contest, to assist viewers who want further information about the disease or psoriasis walks. See Rule 5(E), below.

(3) The video must also make visual and/or audio reference to the following website address: www.PsoriasisWalk.org , which can be spoken as “psoriasis walk dot org”.

(4) Do not mention specific cities or years as the locations frequently change, and the public service announcement you are creating should work for any year.

(B) Web track: Prepare a video:

(1) That encourages psoriasis and psoriatic arthritis patients and their loved ones to join Psoriasis.Name, a social network on the internet that connects people who care about psoriasis with others who care about psoriasis, worldwide. The video could point out, for example, that the Psoriasis.Name community allows psoriasis patients to learn about treatments, exchange ideas with other patients, find support, make friends, etc., all at no charge, and all run by a nonprofit organization working to cure psoriasis. You may want to visit www.Psoriasis.Name to develop additional ideas about what the site offers psoriasis patients and their loved ones. This is a marketing contest as much as a video contest (see Judging, below), so feel free to come up with additional reasons why psoriasis patients should join Psoriasis.Name.

(2) The video must also reference the name and/or logo of Psoriasis Cure Now. See Rule 5(E), below.

(3) The video must also make visual and/or audio reference to the following website address: www.Psoriasis.Name , which can be spoken as “psoriasis dot name”).

(C) All videos must be 15 to 30 seconds long.

(D) Your target audience is people with psoriasis and/or psoriatic arthritis, and, to a lesser extent, their family and friends.

(E) The sponsor and administrator of this contest is the nonprofit Psoriasis Cure Now/Framers Institute, Inc. (“PCN”), P.O. Box 2544, Kensington, MD 20891. www.psoriasis-cure-now.org.

2. Agreement to Rules: By entering this contest, you agree to all of the rules. All decisions regarding the contest will be made by PCN in its sole discretion, and are final.

3. Eligibility: Except as noted in this section, this contest is open only to individuals who are legal residents of the United States and the District of Columbia who are 18 years of age or older. You do NOT have to have psoriasis or psoriatic arthritis to enter this contest. Not valid where prohibited. Employees, officers or directors of PCN are not eligible.

4. Originality and Rights: ALL ENTRIES MUST BE YOUR OWN ORIGINAL WORK AND CANNOT CONTAIN ANY COPYRIGHTED OR PREVIOUSLY PUBLISHED MATERIALS, EXCEPT that PCN gives contestants who entered the 2007 or 2008 Psoriasis Cure Now video contests and did NOT win a cash prize permission to reuse footage submitted in those contests. By submitting your video, you are promising that you own all rights to all material in your video, including the music, images, script, and rights to include all persons, places or organizations included or depicted. If your video contains images or identifications of any persons or organizations (other than PCN), you agree that, if you are chosen as an Early Bird winner or a finalist, you will submit written authorization from those persons (or their parents or guardians) or organizations for the use of their identifications or images in your video. All submissions, whether ultimately named a finalist or winner or not, will become the property of PCN, and you agree to transfer all rights in your work to PCN and waive any future claims against PCN or others from the use, derivative or otherwise, of your video. PCN will have all rights to use your work in any way without any future notice, compensation or approval. You also agree to allow PCN to use your name, identification, and likeness to use, promote or publicize your video in any manner, without limitation, and without further compensation. You agree to indemnify PCN, including for legal costs, against any challenges to the ownership, use of, or rights to material in your video.

5. What Your Video May Contain: PCN intends to use these videos to educate the public. Video content should be both educational and entertaining, as well as original and never before offered on any other public site.

(A) You are free to use any reasonable genre or form of content, including music, drama, humor, documentary, autobiography or animation.

(B) Your video must focus on psoriasis, as described above in Rule 1. This can include psoriatic arthritis.

(C) Any information about psoriasis or its treatments included in your video must be medically sound and scientifically accurate.

(D) Your video can advocate government action, such as increasing the amount of funding for psoriasis research, but may not ask viewers to contact government officials in support of specific or proposed legislation.

(E) Your video must include audio and/or visual reference to Psoriasis Cure Now, including its name (“Psoriasis Cure Now”) and/or the PCN logo. You are authorized to use the PCN logo in your video; you can download the Psoriasis Cure Now logo by visiting the contest center at www.psoriasis-cure-now.org/contest and clicking on “get logos”. Neither the PCN name or logo may be used in a manner which disparages or harms PCN.

6. Content Limitations: Videos must be in English. Submissions must not contain offensive, sexually-oriented, or defamatory statements.

7. Judging: (A) Videos will be judged as follows: 40% on overall effectiveness at conveying a compelling message consistent with Rule 1 to the psoriasis patient community; 40% on how original and creative the presentation is; and 20% on how effectively and creatively the video includes reference(s) to the appropriate web site address listed in Rule 1(A)(3) and Rule 1(B)(3).

(B) Videos which do not comply with these rules in any way will be disqualified, in PCN’s sole and final discretion, without notice.

(C) PCN will select one “Walk” and one “Web” video from those submitted through September 14, 2009 as Early Bird winners, and will announce its choices on or before September 22, 2009.

(D) By October 29, 2009, PCN will select ten videos as finalists for a public viewing and comment period of 7 days. Two of the ten finalists will be the Early Bird winners. Of the eight other finalists, at least two will be from the Walk entries, and at least two will be from the Web entries. (The remaining four finalists will be those with the next four highest scores, regardless of which track they were entered in.) PCN reserves the right to select additional finalists if their scores are close to the top ten. If your video is selected as a finalist, you will be required to submit more information, authorizations, and copies of your video. All finalist entries will be available for viewing on PCN’s web site. The public will be asked to rate the finalist videos on effectiveness of the message and attractiveness as a way to educate the psoriasis community. All public comments received during the open viewing period will be considered when PCN chooses the grand prize winning videos.

(E) PCN will choose a single grand prize winning video from the Walk finalists, and a single grand prize winning video from the Web finalists. (PCN intends to announce the Grand Prize winners on or before November 10, 2009.)

(F) In the event of a tie, the entry that is the most technically proficient and professional in its appearance will be declared the winner.

8. To Enter the Contest: The contest Submission Period starts at 6:00 am EDT on August 12, 2009 and ends at 11:59 pm EDT on October 20, 2009. Your first entry is a two-part process; YOUR ENTRY IS NOT FINAL UNTIL BOTH STEPS ARE TAKEN AND YOU HAVE RECEIVED AN E-MAIL CONFIRMATION OF YOUR ENTRY FROM PCN.

(1) First, you must submit your video entry to the appropriate PCN Group Channel on YouTube, after visiting www.youtube.com and uploading your video. If it is a video for the Walk track, it must be uploaded to the PsoriasisCureNow Walk group channel at http://youtube.com/group/psoriasis2009 . If it is a video for the Web track, it must be uploaded to the PsoriasisCureNow Web group channel at http://youtube.com/group/psoriasiscure09 . You will have to comply with all terms, conditions and registration requirements of YouTube, although YouTube has no connection with PCN or this contest. One requirement is that your video must be in the .wmv, .avi, .mov, or .mpg file formats. We are sorry, but we do not have the resources to help you with technical issues involving YouTube and uploading videos.

(2) Once your video has been uploaded and approved for viewing, YouTube will provide you a link to your video. You must then visit the contest registration page at http://www.psoriasis-cure-now.org/contest/register.php , complete the entry form, and agree to the contest rules. Your entry is not complete until you have received an e-mail acknowledging your entry; if you do not receive an e-mail within five days of your entry, please contact PCN at videocontest@psoriasis-cure-now.org .

(3) If you also choose to create a video for the second track of the contest, here is how to enter that second video:

(a) Upload your second video to YouTube, and then add it to the correct PsoriasisCureNow group channel at YouTube as listed in Rule 8(1), above. (Remember that you can only enter a maximum of one video in the Walk track and one video in the Web track.)

(b) Once this second video has been uploaded and approved for viewing, YouTube will provide you a link to your video. You must then email PCN at videocontest@psoriasis-cure-now.org using the same email address that you entered when you registered for the contest at http://www.psoriasis-cure-now.org/contest/register.php . Include in your email to us your YouTube Username and the YouTube URL of your second entry. Your entry is not complete until you have received an e-mail acknowledging your entry; if you do not receive an e-mail confirmation from us within five days of your email to us, please contact PCN at videocontest@psoriasis-cure-now.org . By submitting a second entry and emailing PCN in this way, you agree that your second entry is also governed by these Official Rules.

9. Prizes: PCN will award one Grand Prize of $5,000 to the Walk winner, and one Grand Prize of $5,000 to the Web winner. PCN will also award each Early Bird winner a prize of $1,000 ($500 for being an Early Bird winner, plus $500 for being a finalist). In addition, each other finalist will win $500. A contestant may win prizes in both tracks of the contest. Winners will be notified and must execute final releases and information requests prior to payment of the prizes (including a requirement to send a DVD copy of the winning video to PCN). Failure to respond to the information requests or otherwise timely comply with all rules or requests from PCN will void the award, and the prize may then be awarded to another entrant.

10. Additional Conditions and Terms:

A) As a condition for entry, you agree to release, waive, indemnify, and otherwise hold harmless PCN and all persons associated with it from any liability associated with your video and this contest to the fullest extent of appropriate state or local laws.

B) All taxes are the responsibility of the winner.

C) You agree to comply with all government laws and regulations.

D) ANY ATTEMPT BY AN INDIVIDUAL TO DELIBERATELY DAMAGE ANY WEB SITE OR UNDERMINE THE LEGITIMATE OPERATION OF THIS PROMOTION IS A VIOLATION OF CRIMINAL AND CIVIL LAWS, AND SHOULD SUCH AN ATTEMPT BE MADE, PCN RESERVES THE RIGHT TO SEEK DAMAGES FROM ANY SUCH INDIVIDUAL TO THE FULLEST EXTENT PERMITTED BY LAW. Any damage made to the Web Site will be the responsibility of the authorized e-mail account holder of the e-mail address submitted at the time of entry.

(E) PCN is not responsible for errors of any kind, technical hardware or software failures of any kind, including any injury or damage to any person's computer, related to or resulting from participating in or experiencing any materials in connection with the promotion, lost or unavailable network connections, or failed, incomplete, garbled or delayed computer transmission that may limit your ability to participate in the promotion.

(F) PCN reserves the right to cancel or modify the contest if fraud, misconduct or technical failures harm the integrity of the program; or if a computer virus, bug, or other technical problem corrupts the administration or security of the program as determined by PCN, in its sole discretion. In the event of termination, a notice will be posted online and entries will be judged from among all eligible entries received prior to termination. If insufficient entries are received, or if no entry submitted meets minimum reasonable criteria for a prize, in PCN’s sole and final discretion, fewer than all awards may be made or an Early Bird or a Grand Prize winner may not be selected. At PCN’s sole discretion, a Grand Prize may not be awarded even if an Early Bird winner is selected. If at least one qualifying entry is made, at least one finalist award will be made.

(G) Proof of submitting entries or responses to inquiries will not be deemed to be proof of receipt by PCN. Only receipt of an e-mail from PCN acknowledging an entry or communication will be considered proof of submission.

(H) Any use of robotic, automatic, programmed or like methods of participation will void all such submissions by the entrant.

(I) PCN reserves the right to prohibit the participation of an individual if fraud or tampering is suspected or if the account holder fails to comply with any requirement of participation as stated herein or with any provision in these Official Rules.

(J) Once submitted, an entry is final and may not be altered or edited further. Duplicate entries will disqualify all such entries.

(K) No submissions will be returned.

(L) PCN may use any and all information obtained from entrants for its internal activities, including contacting an entrant. PCN may share this information with others, but will not sell this information to others.

(M) This Contest is offered only in the United States and is governed by the laws of the State of Maryland. All claims relating in any manner to this contest or to any submission must be resolved in the federal or state courts of Montgomery County, Maryland. All issues and questions concerning the construction, validity, interpretation, and enforceability of these Official Rules, or the rights and obligations of participants and PCN in connection with the contest, shall be governed by and construed in accordance with the laws of the State of Maryland, without giving effect to any choice of law or conflict of law rules or provisions (whether of the State of Maryland or any other jurisdiction) that would cause the application of the laws of any jurisdiction other than the State of Maryland.

(N) PCN is not responsible for any typographical errors in the announcement of prizes or these Official Rules, or any inaccurate or incorrect data contained on the Web Site. Use of Web Site is at user's own risk.

(O) For the names of the Finalists or Official Rules, send your request with a self-addressed, stamped envelope postmarked by November 18, 2009 and received by November 30, 2009, to: PCN Video Contest Winners List, P.O. Box 2544, Kensington, MD 20891.

(P) The odds of winning will be determined by the number of entries.

For more information, please contact videocontest@psoriasis-cure-now.org .