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What We Do

To achieve a future free from nicotine addiction, we focus on behavior change and policy change that prevents addiction, supports quitting, expands cessation access, and addresses systemic inequities.

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.

Outsmart Nicotine

Quitting is hard, but with the right support, anyone can break free from nicotine addiction – and they don’t have to go it alone. That’s the message behind Outsmart Nicotine, a national campaign from Truth Initiative that empowers young people to break the cycle of nicotine addiction for good with an enhanced EX Program.

Christine Kunigonis

Christine Kunigonis is a certified public accountant with deep expertise in nonprofit finance and operations.

Lisa A. Watkins

Lisa Watkins brings three decades of nonprofit accounting experience to her work at Truth Initiative.

Adrienne Neal

Over the span of her 25-year career, Adrienne Neal has played a major role in helping organizations harness the full potential of their most valuable asset:

Amy Taylor

Amy Taylor is a seasoned advocate and leader, currently serving as the Chief Development and Engagement Officer at Truth Initiative.

Tricia Kenney

Tricia Kenney is an award-winning and creatively driven communications leader, who brings a proven track record of strategic media and public relations exper

Christy Hartsell

Christy Hartsell is responsible for leading our efforts to engage with companies, government entities, foundations and other organizations to provide critica

Tina M. Morgan

Tina Morgan has been with Truth Initiative since 1999.

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

Addisu Turi

Addisu Turi is Chief Technology Officer at Truth Initiative, overseeing all aspects of servers and systems, network security, telecommunications, audio/video