our mission

Truth Initiative is dedicated to achieving a culture where all youth and young adults reject tobacco. We speak, seek and spread the truth about tobacco through education, tobacco control research and policy studies, and community activism and engagement.

speaking the truth

Youth and young adults have the power to reject tobacco. truth® is our national tobacco prevention counter-marketing campaign that speaks to youth and young adults on their terms, through the channels they understand and trust. truth delivers the facts about the health effects and social consequences of tobacco and the marketing tactics of the tobacco industry so that youth and young adults can make informed decisions and influence others to do the same.

seeking the truth

Effective tobacco control policies and practices must be grounded in evidence. Our Schroeder Institute for Tobacco Research and Policy Studies, together with our Evaluation Science and Research team, uses rigorous science to identify the most effective means to minimize the harms of tobacco use, measure the effectiveness of interventions and identify best practices for tobacco control. We share findings with decision-makers at all levels so the programs and policies they build will prevent youth and young adults from using tobacco and help current tobacco users quit.

spreading the truth

To achieve a generation free of tobacco, we empower individuals, coalitions and organizations to take action in their communities. We inspire and train future leaders to help us counter tobacco’s influence, especially within communities of color and low-income populations. These community partners and emerging leaders help us give everyone in the U.S. the chance for a tobacco-free life.


why it matters

our impact

the truth campaign

We know truth saves lives. Our ads begin with the best research on youth and young adult behavior. We rigorously and continually measure how the campaign changes youth and young adults’ knowledge, attitudes, beliefs and behaviors.

Tobacco-free Colleges and Universities

Ninety-nine percent of daily smokers try their first cigarette before age 27. We’ve made grants to community colleges and Historically Black Colleges and Universities across the country to help them make their campuses tobacco-free.

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Number of Universities

growing activists

As long as tobacco remains the leading preventable cause of death in the U.S., we will need more youth and young adults to serve as powerful tobacco control activists. We’ve developed a toolkit to help any youth or young adult who wants to be an activist against tobacco to realize that goal.

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Exposure to our BecomeAnEX campaign was associated with a 24 percent increase in quit attempts.

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