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The power of truth

For 25 years, truth® has been delivering the facts about smoking, vaping, and nicotine addiction to empower young people to make informed choices and influence their peers and communities to do the same.

Majority of U.S. adults support the removal of menthol cigarettes, including many menthol smokers

A new Truth Initiative study comes as pressure mounts to ban menthol cigarettes, especially as COVID-19 highlights the severe health inequities facing commun

New study: Success of local flavored cigar sales restrictions underscores need for national regulations

Flavored cigar sales restrictions in California, Illinois, Massachusetts, and New York significantly reduced cigar sales, according to new Truth Initiative r

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Youth Vaping Prevention & Resources to Quit

To educate America’s students about the health dangers of e-cigarette use and reverse the pervasive youth vaping epidemic, Truth Initiative has launched a na

Truth Initiative Impact Series

Truth Initiative Training FAQs

Thank you for your interest in receiving specialized training from Truth Initiative! Before you submit, here are some of the most commonly asked questions we’ve received. If you can’t find an answer to your question, reach out at [email protected] for an answer and recommendations.

Why smoking remains higher in these Southern and Midwestern states

Truth Initiative’s latest “Tobacco Nation” report, the third report since 2017, analyzes geographic disparities in tobacco use.

New study shows many young oral nicotine pouch users also smoke and vape

Most young people who use oral nicotine pouches also smoke cigarettes (73%) and nearly half vape nicotine (49%), according to a recent Truth Initiative

Apply for the Truth Initiative Tobacco/Nicotine-Free College Program

3 ways truth is creating the first tobacco-free generation

When the first national truth® commercial aired in 2000, almost a quarter of young people smoked. Now, with the teen smoking rate at 6 percent, the truth campaign has a new challenge for a new generation: #FinishIt and bring that number down to zero.

To achieve this goal, the longest-running national tobacco prevention campaign for youth and young adults relies on innovative approaches to engage young people. These strategies have made it a leader among public health campaigns, with a reputation as one of the most successful campaigns in history and an award chest of more than 300 industry honors, including multiple Emmy, Cannes Lions, Effie, Clio and Webby awards.

The best proof of truth’s success, however, is the slashed smoking rate and the corroborating published research about the campaign’s effects on youth behavior and attitudes. For instance, teens aware of truth are twice as likely to say they do not intend to smoke in the future. Additionally, truth was credited with keeping 450,000 teens from starting to smoke in just the first four years of the campaign.

Youth activists take a stand against flavors in DC, declaring “Nicotine Addiction Shouldn’t Taste Like Candy”

Activists engaged people alongside the Follow the Flavors truth truck, which was designed to mirror advertising tactics used by vape manufacturers