What we do

We give young people the facts about smoking, vaping, nicotine and the tobacco industry, engage individuals and groups to make change in their communities, innovate ways to end nicotine addiction and join forces with collaborators committed to a future where tobacco and nicotine addiction are a thing of the past.

See what we do

Health, cost, and desire to escape addiction drives young people to quit vaping

Teens and young adults enrolled in This is Quitting said they were driven to quit because of health, cost and desire to escape addiction.

First-of-its-kind text message quit vaping program, This is Quitting, enrolls more than 200,000 young e-cigarette users to help them quit

Free and anonymous text message quit vaping program for teens and young adults, is helping more than 200,000 young people to quit using e-cigarettes.

New reports show encouraging decline in youth vaping, but troubling rise in menthol and flavored disposable e-cigarette use

Two new reports published by the FDA and CDC show that while youth e-cigarette use decreased in a meaningful way, it remains at epidemic levels.

IQOS in the U.S.

IQOS, a new electronic nicotine delivery device marketing itself as a high-tech, luxury product has entered the U.S. market.

Remote clicking through streaming options

Straight to vape: Pervasive tobacco imagery in popular shows

Study finds that youth and young adults with high exposure to popular streaming and TV shows containing tobacco images are three times more likely to start vaping compared to their peers.

We are Truth Initiative

Truth Initiative is America’s largest nonprofit public health organization dedicated to a future where tobacco and nicotine addiction are things of the past.

Learn about our mission

We seek, speak and spread the truth about smoking, vaping, and nicotine

See what we do

Truth Initiative Schroeder Institute^® Research and evaluation

We conduct rigorous research that powers everything we do.

Community and
youth engagement

We inspire and train future leaders to counter tobacco's influence.

Youth smoking
prevention and education

We deliver the facts through our national counter-marketing campaign so young people can make informed decisions.

Quit smoking and vaping tools

We innovate new ways to combat tobacco use and help people quit.

Partnerships

We expand our impact by joining forces with public, private and nonprofit leaders. Join us.

Our latest research and resources

Explore research and resources

Report

The price is not right

Majority of adults, and at least a quarter of current smokers, strongly favor efforts to raise tobacco prices.

Oct. 13, 2020

Tobacco prevention efforts Tobacco Control Policies

Title screen from vaping vs immune system ad

News Article

Fewer than half of young people aware of connection between vaping and COVID-19 risk

Aug. 31, 2020

E-cigarettes / Vaping

News Article

What we know and don’t know about Puff Bar right now

Aug. 19, 2020

E-cigarettes / Vaping

We need your help to achieve a culture where all young people reject smoking, vaping and nicotine

Let's do this together. Explore partnerships, summits, scholarships, studies, events and more ways you can take action.

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The latest news from Truth Initiative

See our impact Visit press center

Press Release

truth® Launches New Social Media Campaign “You’re Registered, Right?” in Partnership with Turbovote To Help Young People Register and Be Ready to Vote This November

Sep. 22, 2020

Press Release

First-of-its-Kind Text Message Quit Vaping Program, This is Quitting, Enrolls More Than 200,000 Young E-Cigarette Users To Help Them Quit

Sep. 17, 2020

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