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2013 Annual Report

Refocused & Rededicated.

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.

Elizabeth Kenny

As Chief Marketing and Strategy Officer at Truth Initiative, Elizabeth Kenny brings extensive experience to the organization’s life-saving mission to ac

Tricia Kenney

Tricia Kenney is an award-winning and creatively driven communications leader, who brings a proven track record of strategic media and public relations exper

Christy Hartsell

Christy Hartsell is responsible for leading our efforts to engage with companies, government entities, foundations and other organizations to provide critica

Ted Feldman

As a member of the legal team at Truth Initiative®, Ted Feldman plays a lead role negotiating relationships and transactions between the organization an

Mary T. Bassett

Mary T.

Janet Mills

Janet Trafton Mills was sworn in as the 75th Governor of Maine in 2019.

Howard Koh

Dr. Howard K. Koh is the Harvey V. Fineberg Professor of the Practice of Public Health Leadership at the Harvard T.H.

Amanda L. Graham

As Chief Health Officer, Dr. Graham leads the tobacco cessation efforts of Truth Initiative with a focus on improving the health of the nation.