Saving lives through the truth campaign
truth is our national tobacco prevention counter-marketing campaign. It speaks to young people on their terms, through the channels they trust.
Explore the truth campaign
Our Impact
Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We believe a culture where young people reject smoking, vaping, and nicotine can be achieved within this generation — and we won’t stop until we create a future where tobacco use and nicotine addiction are a thing of the past. This is how we’re doing.
450K
In just its first four years, truth was directly responsible for keeping 450,000 teens from starting to smoke.
5M
Since 2000, the truth tour has reached more than 5 million young people and given out over 1 million pieces of truth merch.
2.5M
truth has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone.
Empowering communities and young people to spread the truth about tobacco
Helping colleges and universities quit tobacco
Ninety-nine percent of smokers try their first cigarette before age 26. We partner with colleges to stop young adults from using tobacco before they start, awarding grants to institutions to adopt a 100% tobacco/vape-free campus policy.
View grants and scholarships
