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Cessation access and support

With access to the right resources, freedom from nicotine addiction is possible for everyone. We create cutting-edge solutions to empower people to quit smoking, vaping, or any type of tobacco product. Our market-leading EX Program has helped millions of people on their journeys to quit smoking, vaping, or any tobacco or nicotine product.

Outsmart Nicotine

Quitting is hard, but with the right support, anyone can break free from nicotine addiction – and they don’t have to go it alone. That’s the message behind Outsmart Nicotine, a national campaign from Truth Initiative that empowers young people to break the cycle of nicotine addiction for good with an enhanced EX Program.

YOUTH AND YOUNG ADULT NICOTINE ADDICTION PREVENTION & EDUCATION

Everyone deserves the chance to live free from nicotine addiction. Through our national public education campaigns, as well as in-school curriculums, we are inspiring a movement to live free from nicotine addiction by empowering young people to quit or never start in the first place.

EX PROGRAM: QUIT SUPPORT FOR INDIVIDUALS AND ORGANIZATIONS

Quitting nicotine isn't easy, but it can be done with the right support. EX® Program, developed over 15 years ago by Truth Initiative in collaboration with Mayo Clinic, brings individuals, employers, health plans, and public health organizations proven, evidence-based quitting approaches and the most established online quit community.  

EX Program has helped millions of people on their journeys to quit smoking, vaping, or any tobacco or nicotine product. Research has shown that using EX Program can increase odds of quitting by up to 40%.

Flavored tobacco policy resource center

Flavored Tobacco Policy Resources

2025 Financial Statements

We have audited the accompanying consolidated financial statements of Truth Initiative Foundation and Affiliate (Truth Initiative), which comprise the consol

Nicole Dueffert

Nicole Dueffert brings her own brand of “Minnesota nice” to Truth Initiative.

Mary Dominguez

Mary Dominguez serves as Vice President, Partnerships in Marketing, where she has worked on the truth brand since 2005.

Our top issues

In our fight to prevent youth and young adult nicotine addiction and empower quitting, we focus on the issues that matter most. To identify these priorities, we constantly monitor, investigate and analyze the latest topics and trends in commercial tobacco and substance use. These are our top issues.

Get Involved

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 and access free downloadable resources to use in your community. If you or someone you know is in need of quit support, free help is available by texting “EXPROGRAM” to 88709. Let’s work together.

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