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Who We Are

Truth Initiative® is America’s largest nonprofit public health organization committed to preventing youth and young adult nicotine addiction and empowering quitting for all. We investigate, expose, and amplify the truth about smoking, vaping, and nicotine through groundbreaking research and policy studies, our award-winning truth® campaign, community activism and engagement, and innovations to end tobacco use.

Youth Activists on the National Mall

Our mission

Truth Initiative is dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all.

Learn about our mission
2023 youth smoking rate graphic

Our impact

Our 25 years of lifesaving work has prevented millions of young people from becoming smokers — including 2.5 million between 2015 and 2018 — and helped drive down the youth smoking rate from nearly 23% in 2000 to around 2% today. We’re proud of that success, but our work won't stop until we achieve significant public health impact through policy interventions at the population level and behavioral interventions at the individual level.

See our impact

Our team

The fight to end tobacco use among young people wouldn’t be possible without the dedication and expertise of our incredible staff and board of directors.

Meet our team

Our history

It all began in 1998 with the Master Settlement Agreement, the largest civil litigation settlement in American history and a landmark agreement that opened the doors to the American Legacy Foundation, later renamed Truth Initiative.

Explore our history

We’re proud to report on the progress we’ve made toward a future where commercial tobacco use and nicotine addiction are things of the past.

​View annual reports

The Master Settlement Agreement changed the face of tobacco control in America.

​Read about the MSA