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In our fight to end youth and young adult nicotine addiction, we focus on the issues that matter most. We constantly monitor the latest topics and trends in commercial tobacco and substance use.

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Who we are

At Truth Initiative, we envision a future free from nicotine addiction—a future that fosters healthier lives and a more resilient nation. We are the nation’s largest nonprofit public health organization dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all.

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Get the latest facts and analyses on the most important issues related to smoking, vaping, nicotine and substance use.

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What we do

By driving behavior and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation support and access. All backed by rigorous research and evaluation.

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Join us in preventing youth and young adult nicotine addiction and empowering quitting for all. Learn about how you can help create a future free from nicotine addiction through activism, scholarships, studies, and more. Let’s work together.

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Platinum

2016 Effie Award Winner

Truth® won four awards -- two golds, a silver, and a bronze -- at the 2016 North American Effie Awards honoring effective marketing communications for its “Finish It” / “Left Swipe Dat” campaign encouraging youth to end tobacco use.

truth took home gold for Youth Marketing and Diseases Awareness & Education, the top prize of Silver for Influencers and Bronze for Single Impact Engagement. truth also landed the top spot on the Effie Index of North America’s most effective brands of 2016, sharing the honors with CVS Health and Walmart.

In addition to picking up four Effie Awards, the campaign won two Big Apple awards for “truth Left Swipes smoking,” winning in the Integrated Communications: Government, Associations & Non-Profit Organizations and the Targeted Marketing to Youth: Government, Associations & Non-Profits categories.

The Big Apple Award, presented by the Public Relations Society of America – New York Chapter, celebrates PR campaigns created or implemented in and around New York City.

“Left Swipe Dat,” a music video released at the 2015 Grammy Awards focused on the impact that tobacco has on teen dating and relationships: research from online dating apps shows that profile pictures that contain tobacco are more likely to be rejected, or “left swiped.” It’s part of truth’s “Finish It” campaign to make this the generation of youth and young adults who end tobacco use.

truth’s partners 72andSunny, Ketchum and Assembly share in the honors.