What We Do

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 smoking, vaping and nicotine. 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.

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.

Innovations to end tobacco use

We combat tobacco use and nicotine addiction on all fronts, including being a leader in developing programs to quit smoking, vaping, or using any tobacco. By leveraging the latest technologies, we innovate ways to support youth and adults, such as designing, building and deploying digital applications to help end their addiction. EX Program for individuals and organizations who want to support their populations in quitting have helped millions of people on their journeys to quit smoking, vaping, or using any tobacco or nicotine product. Our research has shown that EX Program Enterprise text messages, originally branded as This is Quitting, can increase your odds of quitting by up to 40%. EX Program Premium clients following best practices see quit rates up to 52%.

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 future free from lifelong addiction. 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 prevent youth and young adult nicotine addiction and empower quitting for all.