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What We Do

Truth Initiative conducts groundbreaking research and policy studies, gives young people the facts about tobacco and the industry behind it, engages individuals and groups to make change in their communities, innovates new ways to end tobacco use and joins forces with collaborators committed to a tobacco-free future. In short: we seek, speak and spread the truth about tobacco.

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​Research and evaluation

Truth Initiative Schroeder Institute®

​Research and evaluation are powerful tools in public health. Truth Initiative Schroeder Institute is a leading and trusted voice in tobacco research, and our groundbreaking studies power everything we do. Our world-class scientists and researchers rigorously investigate the latest issues and trends in tobacco use, analyze policies that can protect communities and evaluate the impact of our efforts to make tobacco use a thing of the past.

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Youth smoking prevention and education

truth campaign

Our award-winning and lifesaving national tobacco prevention counter-marketing campaign is our primary vehicle for exposing the truth about tobacco. The truth campaign delivers the facts about tobacco and industry tactics so young people can make informed choices and influence others to do the same. Our track record of saving millions of lives proves one thing: The truth works. Given our record of success and unmatched expertise among public education programs targeted to young people, we are also lending our expertise to the opioid epidemic and engaging young people in conversations about the risks of addiction.

The ​truth campaign is evolving to address current youth substance misuse issues.

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Saving lives through the truth campaign

Since its launch, truth has contributed to a massive decline in teen cigarette use: From 23% in 2000 to less than 5% today.

Explore the truth campaign

450K

​In its first four years alone, truth was directly responsible for keeping 450,000 teens from starting to smoke.

2.5M

truth has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone.

5M

Since 2000, the truth tour has reached more than 5 million people and given out over 1 million pieces of truth merch.

Community and youth engagement

​We amplify the impact of truth with on-the-ground action. We inspire and mobilize young people to serve as drivers of social change and empower individuals, coalitions and organizations to take action in their communities.

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Grants and scholarships

We offer several grants and scholarship opportunities to empower individuals and groups who share our vision of reducing tobacco use.

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Community projects

Tobacco use disproportionately affects many populations, including people in low-income communities, racial and ethnic minorities, LGBT individuals, women, youth, members of the military and those with mental health conditions. We work with organizations and leaders to serve and support people within these communities.

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Youth training presentations

​We offer in-person training presentations to inspire today’s youth and young adults to be the generation that ends tobacco use.

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Innovations to end tobacco use

We combat tobacco use on all fronts, including being a leader in developing programs to quit smoking and vaping. By leveraging the latest technologies, we innovate ways to support young people, such as designing, building and deploying digital applications to help end their addiction. Our flagship program, BecomeAnEX, has helped more than 800,000 people on their journey to quit smoking.

A digital quit-smoking program that includes customized plans, a supportive community and advice and tips from Mayo Clinic.

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A tobacco cessation program custom-designed for employers and health plans to offer to their employees and members.

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EX Program laptop

A quit-vaping and quit-smoking mobile program for young adults that brings together real quitters from around the internet to support each other.

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Partnerships

To make culture-wide change, we need to join forces with leaders in the public, private and nonprofit sectors who are committed to a tobacco-free future. Our ability to command the attention and respect of young people with nearly 80% brand awareness attracts high-profile partners who are innovators in their fields. Together, we expand our influence and impact to make tobacco a thing of the past.

Partnership opportunities

We collaborate with like-minded brands and organizations on products, promotional campaigns, programs, events and experiences that inspire young audiences.

Featured partnerships

We partner with some of the best brands and organizations in the business. Learn more about the ways we’ve joined forces.

​The latest news from Truth Initiative

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