Our top issues

In our fight to end youth and young adult nicotine addiction, we focus on the issues that matter most. We constantly monitor the latest topics and trends in commercial tobacco and substance use.

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Who we are

At Truth Initiative, we are committed to a future free from lifelong addiction, fostering healthier lives and a more resilient nation. We are the nation’s largest nonprofit public health organization dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all.

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Research & resources

Get the latest facts and analyses on the most important issues related to smoking, vaping, nicotine and substance use.

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What we do

By driving behavior and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation support and access. All backed by rigorous research and evaluation.

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Join us in preventing youth and young adult nicotine addiction and empowering quitting for all.

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Youth and young adult nicotine addiction prevention

Everyone deserves the chance to live free from the burden of addiction. Through our national public education campaigns - Outsmart Nicotine and truth - free prevention curriculums, youth and community initiatives, and EX Program for quitting, we implement behavior change strategies and solutions that foster healthier lives and empower quitting for all. 

Outsmart Nicotine

Our most recent campaign, Outsmart Nicotine, follows the science and data by speaking to young adults ages 18-24, an age group that was heavily impacted by the arrival of flavored e-cigarettes like JUUL over a decade ago. E-cigarette use remains high among this age group, with many young vapers also dual-using cigarettes and pouches. Outsmart Nicotine reaches this group with quitting support through EX Program, highlighting that anyone can break free from nicotine addiction with the right support.  

See the Outsmart Nicotine campaign

truth

truth delivers the facts about smoking, vaping, and nicotine use, exposes the tactics of the tobacco industry, and helps young people make informed choices and influence their peers to do the same. Over more than two decades, truth has made public health history twice, driving youth smoking down from 23% in 2000 to under 2% today and helping to lower youth e-cigarette use to historic lows by connecting nicotine addiction with issues like social justice, the environment, and mental health. 

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Free prevention curriculums for students

To educate young people about the dangers of nicotine addiction, cannabis use, and substance abuse, Truth Initiative provides two free digital courses called Vaping: Know the truth and Prescription Drug Safety: Know the truth, each guiding students through real-world scenarios with videos from young people, short quizzes, and resources for quitting.

Learn more about our curriculums
Photo of a breathe with ease event at Nevada State University

Youth and community initiatives

Through our Tobacco/Nicotine-Free College Program, Youth Engagement Alliance, and Culture + Cessation Collective, we prevent addiction and empower quitting by engaging with community leaders to educate their members on nicotine addiction and share resources for quitting. 

We also partner with states, local communities, public health organizations, and brands to expand our reach and maximize our impact. 

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