Skip to main content

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.

Want to quit? You got this.

Despite a strong desire to quit, many young people are struggling and in need of proven resources and support. Outsmart Nicotine, an uplifting, multi-platform campaign designed to reach 18- to 24-year-olds, features science-backed tools, relatable storytelling, and a community of support. Our launch ad, “You Got This” featuring the iconic song “Can I Kick It?” by A Tribe Called Quest, inspires a culture of quitting by highlighting the small, everyday victories that lead to quitting and reinforcing a key message: quitting nicotine is achievable with the right support.

You don’t have to go it alone

Outsmart Nicotine normalizes quitting as a shared challenge rather than a solitary struggle. Showing desperate attempts to quit nicotine – like eating spicy peppers to stave off cravings – additional ads humorously highlight the struggles of unsupported quitting. Then the ads show a better way: get support with EX Program, a smarter, science-backed solution for breaking free from addiction. Research published in JAMA Internal Medicine has shown that using EX Program can increase odds of quitting by up to 40%.

Watch more Outsmart Nicotine ads

Support to quit

Outsmart Nicotine introduces a new generation to an enhanced EX Program, a comprehensive cessation intervention developed with Mayo Clinic over 15 years ago and reimagined to meet the unique challenges faced by young people today. EX Program is designed to help young people tackle addiction with personalized support, including tailored quit plans, interactive text messages, the nation’s most established online quit community, and a suite of digital resources. It meets young people where they are: on their phones, online, and on social media.

Join EX Program

Powered by research

Outsmart Nicotine is designed to reach young adults aged 18-24 often dubbed the “JUUL Generation” – those most impacted by the arrival of flavored, easily available e-cigarettes like JUUL nearly a decade ago that prompted a youth e-cigarette use crisis. E-cigarette use remains alarmingly high among this age group, with nearly 1 in 5 young adults are at risk of lifelong nicotine addiction. Many are dual-using cigarettes or other nicotine products like oral pouches.  

Read our report on how e-cigarettes have become bigger, stronger, and cheaper