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Press Release

Truth Initiative named to Fast Company’s annual list of the world’s 50 most innovative companies for 2020

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Truth Initiative®, the nonprofit organization behind the proven-effective and nationally-recognized truth® youth tobacco prevention campaign, has been named to Fast Company’s prestigious annual list of the World’s 50 Most Innovative Companies for 2020. The list honors the businesses making the most profound impact on both industry and culture, showcasing a variety of ways to thrive in today’s fast-changing world. In addition, Fast Company named Truth Initiative as one of the Top 10 Most Innovative Not-for-Profit Organizations for 2020.

This recognition underscores the efficacy of Truth Initiative’s creative and innovative efforts to directly combat the national youth e-cigarette epidemic similar to how the organization helped drive down teen smoking rates to historic lows. According to Fast Company, Truth Initiative “smartly responded with new truth ads aimed at curbing vaping” and innovative efforts to help young people quit vaping, including a first-of-its-kind text message program called This is Quitting. Now helping over 136,000 youth e-cigarette users to stop vaping, teens and young adults can access this free and anonymous program by texting DitchJUUL” to 88-709 and get immediate help. Parents of young people who vape can get support at Employers, health systems and health plans can learn more about the EX® Program, a quit-smoking and vaping service for employers at

"We are honored to be recognized by Fast Company and to be listed alongside innovative companies making a difference in people's lives, said Robin Koval, CEO and President of Truth Initiative. We are very proud of the work we are doing and are deeply committed to making tobacco, in every form, a thing of the past. Through our truth anti-vaping prevention campaign, we give young people the facts they need to understand that most e-cigarettes contain nicotine, which is highly addictive, and are not just fun and flavors, and for those who vape, we provide free, highly-effective digital tools to quit.”

The World’s Most Innovative Companies is Fast Company’s signature franchise and one of its most highly anticipated editorial efforts of the year. It provides both a snapshot and a road map for the future of innovation across the most dynamic sectors of the economy.

“At a time of increasing global volatility, this year’s list showcases the resilience and optimism of businesses across the world. These companies are applying creativity to solve challenges within their industries and far beyond,” said Fast Company senior editor Amy Farley, who oversaw the issue with deputy editor David Lidsky.

Fast Company’s Most Innovative Companies issue (March/April 2020) is now available online at companies/2020, as well as in app form via iTunes and on newsstands beginning March 17, 2020.

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