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

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Truth Initiative is America's largest nonprofit public health organization committed to making tobacco use and nicotine addiction a thing of the past.

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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

We give young people the facts about smoking, vaping, nicotine and the tobacco industry, engage individuals and groups to make change in their communities, innovate ways to end nicotine addiction and join forces with collaborators committed to a future where tobacco and nicotine addiction are a thing of the past.

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    FAQs about This is Quitting

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    Financial Statement Report

    2022 Financial Statements

    We have audited the accompanying consolidated financial statements of Truth Initiative Foundation and Affiliate (Truth Initiative), which comprise the consol

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    2023 Effie Awards

    Grand Effie

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    2023 Effie Awards

    David vs. Goliath - Services

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  5. Silver Award

    2023 Effie Awards

    Disease Awareness & Education: Non-Profit / Health & Wellness

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    Winner Award

    2023 ANA In-House Excellence Awards

    Socially Responsible

    Quitters

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    Winner Award

    2023 ANA In-House Excellence Awards

    Branded Content

    Quitters

    8. Elf bar hyde and candy
    Young e-cigarette users report widespread use of flavor blends and “concept” flavors like Iced Mango, Blue Dream, and OMG

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    Why Partner With Us

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    Our Team

    Sarah Shank

    A trusted partner across the organization, Sarah Shank has been with Truth Initiative since 2009, when she came onboard to support the consumer launch of Bec

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    Join Our Team

    At Truth Initiative, our programs make a difference that save lives and our people bring our programs to life. If you're searching for a fulfilling career and striving to make an impact in the world, whether you're an experienced leader in your field or at the start of your career, take a moment to review our open positions and consider joining our team.