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Our Impact

Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We are committed to preventing youth and young adult nicotine addiction and empowering quitting for all — and we won’t stop until we achieve a future free from lifelong addiction, fostering healthier lives and a more resilient nation. This is how we’re doing.

2023 youth smoking rate graphic

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


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


Since 2019, a first-of-its-kind, free and anonymous text messaging program by truth has become a resource for over 750,000 young people on their journey to quit vaping nicotine.


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

I found that it was a great opportunity to branch out and challenge myself – in terms of [organizing] events in my community – to raise awareness about the harms of using tobacco and grow as a leader. I am forever grateful for that experience, and I highly recommend it for everyone.

Kaitlyn is pursuing a Master of Public Health and is interested in addressing the root causes of systemic health inequities. Her goal as a truth Ambassador is to “mitigate health disparities that arise from tobacco and nicotine usage.”

2023-2024 truth Ambassador

Kaitlyn Gentile | Virginia

A lot of individuals don’t know how the tobacco issue is an issue for everyone. There’s so many factors to it – social justice, environment, mental health – you can find your space in the tobacco issue because it affects so many things around us. I just love to do this work...

Yashi has been involved in tobacco prevention efforts for nearly four years, including as a truth Ambassador since 2022. “I want to ensure that the people I care about live in an environment that values mental, physical, and environmental health,” she said. She now serves on the Truth Initiative board of directors as a youth board liaison. 

2024-2025 Youth Board Liaison

Yashi Srivastava | New Jersey

Mary Kimmerle

I firmly believe that youth advocates are the most powerful force for enacting change. Truth Initiative is helping to amplify the voices of young people like myself, and I am thrilled to have the chance to contribute to building a better future.

Mary Kimmerle is a 17-year-old from Missouri. Beginning her advocacy journey in 8th grade with Youth with Vision, she now serves as co-president, leading mental health visibility campaigns. She is involved in the Liberty Alliance for Youth, bringing campaigns like "Knock Out Teen Vaping" to life, and advocating at the state level. She’s excited to use the Impact Scholarship to continue her work elevating youth activism as a winning strategy for policy change.

2024 truth IMPACT Scholarship winner

Mary Kimmerle | Missouri

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

Winning awards for effectiveness and creativity

2024 ANA Reggie Award

REGGIE Spotlight Category: Health, Fitness and Wellness

This is Quitting with Emily Mazza

2023 Stevie Awards for Great Employers

Human Resources Team of the Year

2023 ARF David Ogilvy Awards

Government, Public Service & Nonprofit

Breath of Stress Air