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Our Impact

At Truth Initiative, we create meaningful change at both the population and individual levels. With our research-driven approach to behavior change and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation access. By addressing systemic challenges and empowering individuals, we achieve transformative public health impact.

Young adults sitting on a bench laughing
Women and Candles from Outsmart Nicotine campaign

Preventing addiction and empowering quitting

Freedom from addiction isn’t just a goal – it's a right. Through our national campaigns, proven-effective quitting programs, and in-school curriculums, we help individuals prevent and break the cycle of nicotine addiction.

​Explore the campaign

2%

Our national public education campaigns helped bring down teen smoking from nearly 23% in 2000 to less than 2% today, and youth e-cigarette use to its lowest point in a decade.

830K

Between 2019 and 2024, we helped over 830,000 young people on their journeys to quit vaping nicotine with a free and anonymous text messaging program, now part of EX Program.

1M

Our digital peer-to-peer curriculum Vaping: Know the truth has reached more than 1 million students in their schools. 

Youth Activists at capitol hill

Driving policy change

Through rigorous research and policy leadership, we provide the information and analysis needed to advance impactful policies to combat illegal e-cigarette markets, hold retailers accountable, and protect the public from nicotine addiction. We also inspire, mobilize, and train young people to drive policy change in their communities and on their campuses.

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

College kids walking on campus

Helping colleges and universities quit tobacco

We partner with colleges to stop young adults from using nicotine before they start and help them quit, awarding grants to institutions to adopt a 100% tobacco/vape-free campus policy.

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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