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Who We Are

Truth Initiative® is America’s largest nonprofit public health organization committed to making tobacco use and nicotine addiction a thing of the past. 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 innovation to end tobacco use.

Our mission

Truth Initiative is dedicated to achieving a culture where young people reject smoking, vaping and nicotine.

Learn about our mission
Graph showing the decline in smoking rates from 2000 to 2019

Our impact

Our 20 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 23% in 2000 to 3.7% in 2019. We’re proud of that success, but our work won't stop until we achieve a culture where all young people reject smoking, vaping and nicotine. See how we’re doing.

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 tobacco use and nicotine addiction are a thing of the past.

​View annual reports

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

​Read about the MSA