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The American public’s opinion of Big Tobacco

In partnership with Campaign for Tobacco Free Kids, Truth Initiative conducted a national survey of registered voters ages 18 and older about their views of

Our Impact

Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We believe a culture where young people reject smoking, vaping, and nicotine can be achieved within this generation — and we won’t stop until we create a future where commercial tobacco use and nicotine addiction are a thing of the past. This is how we’re doing.

Young people share how nicotine use affected their stress

Many young people who know the cycle of nicotine withdrawal from vaping firsthand have shared with truth what it’s like.

Quitting Tobacco: Facts and Stats

Most smokers – nearly 70% – say they want to quit, and many make quit attempts each year.

Educators share how a free vaping prevention curriculum has helped their students

As youth continue to use e-cigarettes at alarming rates, vaping has become a major distraction for many educators and students

How colleges can help their students quit vaping

As e-cigarette use among young people continues to escalate, colleges and universities are grappling with how to address vaping on campus.

Seeing through Big Tobacco’s Spin

Tobacco industry efforts to overhaul its reputation as it recruits a new generation of tobacco users are failing, according to new Truth Initiative research.

truth confronts JUUL and other e-cigarette manufacturers in new campaign, ‘Tested on Humans’

truth is directly confronting the role JUUL and other e-cigarette manufacturers have played in fueling the youth vaping epidemic through a new campaign title

A classroom crisis: How the youth vaping epidemic is impacting teachers

As the youth vaping epidemic continues to surge, schools are playing a central role in confronting and addressing the crisis.

Eliminating smoking disparities in Tobacco Nation

More aggressive tobacco control spending paired with higher taxes targeted to areas with the highest smoking rates can effectively erase disparities in tobac

This is Quitting

The first-of-its-kind program to help young people quit vaping, This is Quitting has helped over 700,000 youth and young adults on their journey to quit vaping. Learn more about how it works and the additional resources available for parents of young vapers and for adults who want to quit.

Teens and young adults can join for free by texting DITCHVAPE to 88709

Parents, educators, and other interested parties can download or order printed flyers and palm cards with information about enrolling in the program here.

Truth Initiative launches advanced quit-smoking program for employers and health plans

Truth Initiative®, in collaboration with Mayo Clinic, today announced the EX® Program, an innovative quit-smoking program designed for employers, health syst