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

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Who we are

At Truth Initiative, we are committed to a future free from lifelong addiction, fostering healthier lives and a more resilient nation. We are the nation’s largest nonprofit public health organization dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all.

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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

By driving behavior and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation support and access. All backed by rigorous research and evaluation.

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Join us in preventing youth and young adult nicotine addiction and empowering quitting for all. Learn about how you can help create a future free from nicotine addiction through activism, scholarships, studies, and more. Let’s work together.

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  • Truth Initiative Solutions

Truth Initiative Solutions

Truth Initiative is America’s largest nonprofit public health organization dedicated to achieving a culture where all young people reject smoking, vaping, and nicotine. We partner with states and communities to provide solutions to address the youth/young adult vaping and nicotine addiction crisis. We offer a suite of proven-effective programs that can be leveraged for free as well as customized for your unique populations.

YOUTH/YOUNG ADULT VAPING CESSATION – THIS IS QUITTING

Launched in 2019, This is Quitting is the first-of-its-kind, free quit vaping text message program with over 640,000 young people enrolled, surpassing all quitline programs and other vaping cessation products on the market combined. This is Quitting is the only quit vaping program that has been evaluated in a randomized trial among young adults (JAMA Internal Medicine). Findings from a similar randomized trial among teens will be available in 2024.

Opportunities:

  • Promote This is Quitting to teens and young adults: Text DITCHVAPE to 88709. Find free promotional materials here.
  • Leverage a custom MDL group keyword, promotional materials and reporting ($50,000). 
  • Partner with Truth Initiative to deliver a custom version of This is Quitting and receive reporting on enrollment, engagement, and outcomes among your population ($100,000 with custom Quitters campaign – see below).
    • We’ll set up a unique keyword for you to promote the program through your channels and provide a robust report quarterly or annually.
    • You can also customize up to 10 messages in the library and receive co-branded promotional materials to facilitate promotion through your channels. We can also execute a turnkey media campaign utilizing those materials to help you drive enrollments.
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VAPING PUBLIC EDUCATION CAMPAIGN – TRUTH CAMPAIGN

The truth® campaign is the longest running, proven effective national tobacco prevention and education campaign for youth and young adults. Named by Advertising Age as one of the most influential messaging programs of the 21st century, truth helped reduce teen cigarette use from 23% in 2000 to 2% today. Today, truth is focused on denormalizing vaping and normalizing quitting through a range of communication strategies, including campaigns to drive awareness and adoption of This is Quitting.

Opportunities:

  • Share truth social posts to expand the reach of truth content and messaging. Follow us and share our posts: Twitter, Instagram, Facebook
  • Partner with Truth Initiative to deliver a turnkey yet custom media campaign to drive adoption of your custom This is Quitting program ($500,000+).
    • For certain markets and as an extension of our Quitters series which follows young people during their journey to quit vaping, we can develop a custom Quitters campaign featuring a “quitter” from your geographic location.
    • We will manage all aspects of the campaign including creative development, media buying and optimization to maximize results.
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PREVENTION CURRICULUM – VAPING: KNOW THE TRUTH

Vaping: Know the truth is a free, self-paced, digital, peer-to-peer, evidence-based curriculum that educates students on the risks of e-cigarette use and helps those already vaping to quit without the need for teacher involvement. With more than 820,000 middle and high school students enrolled since launch in November 2020, the curriculum combines the truth brand, voice, tone, and content with education technology leader EVERFI’s network of teachers and school-based educational expertise to deliver an effective course that meets learning standards and objectives. Pre- and post-module and course surveys capture demographic and course engagement data and measure knowledge gain. A study in the journal Health Promotion Practice showed that Vaping: Know the truth, significantly improved middle and high school students’ knowledge about e-cigarettes, and satisfaction with the course is universally high among both teachers (96%) and students (91%).

Opportunities:

  • Promote the availability of Vaping: Know the truth in your schools and enroll today!
  • Engage Truth Initiative to drive adoption of Vaping: Know the truth in your schools (minimum 25 middle/high schools in your footprint - $18,750+). 
    • We’ll implement strategies to engage with school administrators and educators to promote the course and set goals for the number of schools to adopt the course each academic year.
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3 options to meet your goals/budget

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MDL Webinars:

Express Your Interest:

Complete the brief online form via the link below.

  • If you are interested in Custom Partnership, we will respond to schedule a meeting to discuss options.
  • If you are interested in the MDL Aggregate Option, we will send you an email with next steps.
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