Introducing “You Got This Day” for people quitting nicotine in 2025

After ringing in the new year, many people are striving to fulfill the resolutions they made for 2025. This includes the nearly half (48%) of young nicotine users ages 18-24 who are making quitting nicotine a priority for this year, according to survey data* from Truth Initiative. 

The first few weeks of the new year can be stressful for those trying to stick to their resolutions – in fact, the second Friday in January (January 10 in 2025) is known as “Quitter’s Day” and marks the time of year when people often throw in the towel when it comes to their new year’s resolutions. As part of the recently launched Outsmart Nicotine campaign, Truth Initiative is giving a new meaning to Quitter's Day, renaming it “You Got This Day” to empower people to push through challenges and keep working toward their quit goals.

The campaign, designed to reach young people ages 18-24 among whom e-cigarette use is high and dual use of cigarettes is a rising concern, introduces a new generation to EX^® Program, a free, interactive, and personalized quitting resource developed in partnership with Mayo Clinic. 

To help spread the word about “You Got This Day” and EX Program, Truth Initiative is partnering with popular social media influencers who are sharing their stories about quitting vaping and inspiring their followers to take the first step with EX Program to guide them. EX Program has supported millions of people on their quit journeys since its launch in 2008, and research has shown EX Program text message support can increase the odds of quitting by up to 40%, making it one of the most effective resources for tackling nicotine addiction.

A message for young people quitting nicotine in 2025: “You Got This!”

Young people want to quit vaping – and many are turning to social media for advice. However, misinformation can easily spread on social platforms, and it can be difficult to tell what solutions actually work. To connect young people with the right information, Truth Initiative is partnering with popular social media influencers, many of whom have quit nicotine or are currently quitting. The influencers, part of Truth Initiative’s Quit Collective, will share stories about quitting vaping and spread the word about EX Program, a free quitting resource that people can access 24/7 on their mobile devices.

Tyler Kidd, an influencer known for sharing honest reflections about life’s challenges and the lessons she’s learned, made a resolution to quit vaping in 2025 in a recent video. She tried to quit vaping twice before using the “cold turkey” method, but this time, she said “I don’t want to quit cold turkey because I want to quit for good – I want to be the best version of myself in 2025.” Tyler is using EX Program to help her stay on track and encourages her followers to join her.

McCall Mirabella, a well-known content creator who went viral on social media for documenting her quitting journey on YouTube and TikTok, has partnered with Truth Initiative since 2022 to share her experience and offer advice to her followers who may be interested in quitting. McCall often vlogs about attending concerts – but has noticed that it can be a trigger for nicotine cravings – and shares her thoughts and coping mechanisms with her audience.

Empowering people to quit nicotine with support from EX Program

Amid a growing desire to break free from nicotine addiction, there is an urgent need for proven-effective resources to help people quit smoking, vaping, or any tobacco product. Many young people got hooked on youth-appealing, flavored products with the arrival of JUUL, and have struggled to quit as products become bigger, stronger, and cheaper. This generation of e-cigarette users, now aged 18-24, want to quit and many have turned to social media for guidance.

To meet this need, Truth Initiative has launched an upgraded EX Program, a smarter, science-backed digital solution for breaking free from nicotine addiction that offers a personalized quit plan, interactive text message support, tips and advice from Mayo Clinic specialists, and access to the nation’s most established online quit community. A randomized clinical trial among young adults published in JAMA Internal Medicine found that EX Program text message support can increase the odds of quitting by up to 40%. A similar study also found that teens who received the program were 35% more likely to report not using nicotine 7 months later.

Truth Initiative invites young people to take the first step toward quitting by texting EXPROGRAM to 88709 or visiting exprogram.com. Organizations interested in EX Program’s enterprise solution can learn more at exprogram.com/enterprise.

*According to Truth Initiative Continuous Tracking Online (CTO) survey data collected October 17, 2024 – December 17, 2024, from 662 respondents.