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Smoking in movies directly influences youth smoking rates

As smoking becomes a less socially acceptable behavior, movies are one of the few places where it continues to be portrayed positively — as normal social beh

Two distinct stories emerge from CDC survey on youth tobacco use

The annual National Youth Tobacco Survey (NYTS), released April 16 by the Centers for Disease Control and Prevention (CDC), shows significant drops in cigare

Study explores characteristics of tobacco and e-cigarette online advertisements

A study examining tobacco and e-cigarette online advertisements finds that the ads primarily focus on promoting e-cigarettes, snus, and cigars.

Tina M. Morgan

Tina Morgan has been with Truth Initiative since 1999.

Samuel Rose

Samuel “Sam” Rose, a rising junior at Spartanburg Community College in South Carolina, brings his personal journey as a former e-cigarette user to his role a

Addisu Turi

Addisu Turi is Chief Technology Officer at Truth Initiative, overseeing all aspects of servers and systems, network security, telecommunications, audio/video

Our Impact

Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We are committed to preventing youth and young adult nicotine addiction and empowering quitting for all — and we won’t stop until we achieve a future free from lifelong addiction, fostering healthier lives and a more resilient nation. This is how we’re doing.

Youth smoking and vaping prevention

We use provocative, creative, and innovative approaches to influence culture, inspire youth and young adults, and initiate action. All grounded in research. All to prevent youth and young adult nicotine addiction and empower quitting for all.

Who We Are

Truth Initiative^® is America’s largest nonprofit public health organization committed to preventing youth and young adult nicotine addiction and empowering quitting for all. We investigate, expose, and amplify the truth about smoking, vaping, and nicotine through groundbreaking research and policy studies, our award-winning truth^® campaign, community activism and engagement, and innovations to end tobacco use.

Our History

Truth Initiative is fighting to end one of the toughest, largest and most critical public health battles of our time — and it’s working. We’ve helped bring down teen cigarette use from nearly 23% in 2000 to around 2% today. Explore our history.

Why Partner With Us

Youth vaping, smoking & nicotine use