Our top issues

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 are committed to a future free from lifelong addiction, fostering 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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Research & resources

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.

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  1. Jessica Miller Rath Headshot
    Our Team

    Jessica Miller Rath

    As a behavioral scientist, Dr. Jessica Rath leads the formative research and impact evaluation of the truth® campaign.

  2. Annual Report Report

    2021 Annual Report

    We are pleased to share the significant progress we made in 2021, detailed in this report: Creating a future free from smoking, vaping, and nicotine.

  3. Amanda Graham Headshot
    Our Team

    Amanda L. Graham

    As Chief Health Officer, Dr. Graham leads the tobacco cessation efforts of Truth Initiative with a focus on improving the health of the nation.

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    Join Our Team

    At Truth Initiative, our programs make a difference that save lives and our people bring our programs to life. If you're searching for a fulfilling career and striving to make an impact in the world, whether you're an experienced leader in your field or at the start of your career, take a moment to review our open positions and consider joining our team.

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    Flavored Tobacco Policy Resources

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    What federal health agency cuts mean for tobacco control

    Last Updated: April 1, 2026

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    Flavored tobacco policy resource center

    8. Menthol Mint and Ice Flavored vapes
    Cooling the Conversation: Discourse About Menthol and Flavored Tobacco Restrictions on TikTok

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    A hand holding a clear vape
    Clearly flavoured: rising popularity of ‘clear’ flavoured e-cigarettes and what online descriptions reveal

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    QUIT NICOTINE WITH EX PROGRAM

    Quitting nicotine isn't easy, but it can be done with the right support. EX Program, developed by Truth Initiative with Mayo Clinic, is a free digital cessation program that offers the proven tools, expert resources, and community support that can help people of all ages quit any tobacco or nicotine product.

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    What We Do

    To achieve a future free from nicotine addiction, we focus on behavior change and policy change that prevents addiction, supports quitting, expands cessation access, and addresses systemic inequities.

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    Outsmart Nicotine: Breaking the Cycle

    A new round of Outsmart Nicotine ads, released by Truth Initiative in April 2026, illuminates the cycle of nicotine addiction and withdrawal and situates the mental health impact of nicotine addiction as a reason to consider quitting. The new ads ask two essential questions: do people crave nicotine because they feel stressed? Or do they feel stressed because they crave nicotine?

    Outsmart Nicotine offers a way to break the cycle with EX Program, a free evidence-based digital quitting program developed by Truth Initiative with Mayo Clinic.