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Kathy Crosby

Kathy Crosby is the CEO and President of Truth Initiative, the nation’s largest nonprofit public health organization dedicated to preventing youth

2019 Jessie Gruman Award

Health Engagement

Truth Initiative

Howard Koh

Dr. Howard K. Koh is the Harvey V. Fineberg Professor of the Practice of Public Health Leadership at the Harvard T.H.

Mary T. Bassett

Mary T.

2019 Alliance for Workplace Excellence

Health & Wellness Seal of Approval

Truth Initiative

2023 Effie Awards

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

Breath of Stress Air

2024 ANA Reggie Award

REGGIE Spotlight Category: Health, Fitness and Wellness

This is Quitting with Emily Mazza

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.

Kendric Dartis

Dr. Kendric Dartis is the Vice President, Social Impact & Partnerships at Truth Initiative, America's largest nonprofit public health orga

Tricia Kenney

Tricia Kenney is an award-winning communications, marketing and strategy executive who serves as Chief Communications, Marketing and Brand Strategy Offi

Nancy Brown

Nancy Brown is chief executive officer of the American Heart Association, a 97-year-old voluntary health organization guided by an unwavering mission: to be

Amanda L. Graham

As Chief Health Officer, Dr. Graham leads the tobacco cessation efforts of Truth Initiative with a focus on improving the health of the nation.