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2017 Annual Report
Through creativity, innovation and research, we are winning one of the toughest, largest and most critical public health battles of our time: ending the toba
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Our Team
![mike moore thumb]()
Mike Moore
Mike Moore was attorney general of Mississippi from 1988 to 2004 and now practices law with his own firm, Mike Moore Law Firm, LLC, in Flowood, Mississippi.
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Children’s book encourages Native American youth to reject tobacco
Standing in front of a classroom of American Indian elementary school students in Santa Fe, N.M., Logan Brown told them that they were going to draw the pict
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Conflict of Interest
Truth Initiative policy
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3 ways truth is creating the first tobacco-free generation
When the first national truth® commercial aired in 2000, almost a quarter of young people smoked. Now, with the teen smoking rate at 6 percent, the truth campaign has a new challenge for a new generation: #FinishIt and bring that number down to zero.
To achieve this goal, the longest-running national tobacco prevention campaign for youth and young adults relies on innovative approaches to engage young people. These strategies have made it a leader among public health campaigns, with a reputation as one of the most successful campaigns in history and an award chest of more than 300 industry honors, including multiple Emmy, Cannes Lions, Effie, Clio and Webby awards.
The best proof of truth’s success, however, is the slashed smoking rate and the corroborating published research about the campaign’s effects on youth behavior and attitudes. For instance, teens aware of truth are twice as likely to say they do not intend to smoke in the future. Additionally, truth was credited with keeping 450,000 teens from starting to smoke in just the first four years of the campaign.
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