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  1. News Article News Article Research & Resources

    JUUL fails to remove all of youth’s favorite flavors from stores

    While the maker of JUUL is halting in-store sales of some sweet and fruity flavors, they will continue selling one of the flavors that is most popular with y

  2. Report Report Research & Resources

    Seeing through Big Tobacco’s Spin

    Tobacco industry efforts to overhaul its reputation as it recruits a new generation of tobacco users are failing, according to new Truth Initiative research.

  3. News Article News Article Research & Resources

    How colleges are sustaining momentum for tobacco/vape-free campus policies virtually

    3 ways colleges and truth® College Leaders have been pushing forward in a virtual capacity to educate and build support for a tobacco-free campus.

  4. Our Team

    Robin Koval

    Robin Koval is CEO and President of Truth Initiative®, the national public health organization dedicated to achieving a culture where all young pe

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    Our Impact

    Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We believe a culture where young people reject smoking, vaping, and nicotine can be achieved within this generation — and we won’t stop until we create a future where tobacco use and nicotine addiction are a thing of the past. This is how we’re doing.

  6. News Article News Article Research & Resources

    2021 class of truth Ambassadors launch community projects

    … for young people using mobile quit smoking apps. Keilah Martin New … young people how smoking and vaping affects the skin and sending … curriculum to be more inclusive of vaping and mental health. Annika …

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  8. News Article News Article Research & Resources

    Father’s Day: Helping dads kick tobacco

    Father’s Day is a great opportunity to encourage dads who use tobacco to quit. More than 278,000 men die every year from smoking.

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    Take Action

    Enlist in our movement, explore our youth activism programs, share quitting resources or donate — there are many ways you can take action now. Learn more about how you can be part of the generation that ends tobacco use and nicotine addiction for good. 

  10. News Article News Article Research & Resources

    4 ways the tobacco industry is attempting to rebrand itself

    Breaking down tobacco industry tactics and the conflict of interest between the tobacco industry and public health.

  11. News Article News Article Research & Resources

    Data suggest teens who use JUUL are not just experimenting

    More than half of U.S. teens who use the e-cigarette JUUL are using it multiple times a month, underscoring concerns about nicotine addiction.

  12. Research Article Research Article Research & Resources

    One-third of parents had no awareness of JUUL at start of youth e-cigarette epidemic

    35.9% of parents of middle and high school students had no awareness of JUUL as the vaping epidemic was intensifying, according to a new Truth Initiative stu