Truth Initiative

At Truth Initiative, we envision a future free from nicotine addiction—a future that fosters healthier lives and a more resilient nation. Our mission is clear: prevent youth and young adult nicotine addiction and empower quitting for all. Our mission drives everything we do to advance public health, address inequities, and empower lives free from the physical, mental, and financial toll of nicotine dependence. We create meaningful change at both the population and individual levels. Through our field-leading approach to behavior change and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation support. By addressing systemic challenges and empowering individuals, we achieve transformative public health impact. Our nationally recognized public education campaigns like truth® have helped drive down youth smoking from 23% in 2000 to under 2% today and reduced youth e-cigarette use to its lowest level in a decade. Our newest youth and young adult campaign, Outsmart Nicotine, introduces a new generation to our market-leading, free EX Program, equipping them with the tools, resources, and support to quit for good or never start in the first place. Following the science and data, we are focusing on young adults (18-24) where prevalence of e-cigarette use is high and dual use of cigarettes is a growing concern. Developed over 15 years ago in collaboration with Mayo Clinic, EX Program has helped millions of people build the skills and confidence to successfully quit, and our research has shown that using EX Program can increase odds of quitting by up to 40%. Together, we are creating a movement: one that empowers people to leave nicotine behind and embrace a healthier future.