Truth Initiative brings quitting resources to fans at Celebration Bowl

Truth Initiative joined the 2025 Celebration Bowl last weekend in Atlanta, where fans gathered for the annual HBCU national championship game on Saturday, December 13.

Truth Initiative’s presence brought attention to the disproportionate impact of tobacco on Black health, building on the work of its Culture + Cessation Collective by bringing culturally relevant quitting support directly to HBCU students, alumni, and fans through EX Program, a free, digital quitting program developed by Truth Initiative with Mayo Clinic.

Throughout the event, EX Program was featured prominently across in-stadium activations, associated social media channels, and the Battle of the Bands – a marching band event held the day before Celebration Bowl. EX Program can help people of all ages quit any type of tobacco or nicotine product and can increase the odds of quitting by up to 40% with personalized quitting plans, text message support, advice and tips from Mayo Clinic, and the most established online community of quitters.

Partners unite around football, HBCU pride, and Black health

Throughout the Celebration Bowl weekend, Truth Initiative and community partners joined together to celebrate HBCU culture and activate a network of organizations committed to advancing Black health.  

• HBCU Alum: Truth Initiative teamed up with HBCU Alum, a social media account with more than 500K followers that celebrates HBCU excellence. HBCU Alum provided on-the-ground coverage at Celebration Bowl and Battle of the Bands and shared insights about nicotine addiction and the importance of sharing quitting resources. 

“When it comes to HBCUs, the power of the culture and the impact that it has on our lives and our community is very significant, so being in this environment is very important to me and everybody else that’s here because we’re going to enjoy the love and the culture because there’s nothing else like it.” - Kevin Lloyd, HBCU alumnus, tech entrepreneur and business innovator 

“In the Black community, we don’t talk about addiction enough; we don’t talk about mental health, and there still is a stigma. But you can’t address what you don’t acknowledge so it’s very important to meet people where they are and not chastise or criticize but come with resources because there is something we can do about it.”- Dr. Macie Smith, HBCU alumna, award-winning author, educator, and speaker 

• BLKHLTH: BLKHLTH, an Atlanta-based nonprofit and member of the Breath of Freedom coalition, also provided tickets to members of their organization, engaging their community about issues affecting health equity in Black communities.

“Ending nicotine addiction among Black Americans requires collective action, authentic communication from trusted messengers, and meeting our communities where they are.” - Khadijah Ameen, PhD, MPH, Co-Founder and Director of Policy and Research at BLKHLTH

• Big Brothers Big Sisters of Metro Atlanta: Big Brothers Big Sisters of Metro Atlanta provided tickets for Bigs and Littles to attend both the Celebration Bowl and the Battle of the Bands, enabling more fans to participate and strengthening community connection.

“Together, we are ensuring young people gain access to information that helps them make informed decisions and reach their full potential.” - Kwame Johnson Sr., President & CEO, Big Brothers Big Sisters of Metro Atlanta

• EVERFI: Truth Initiative partnered with EVERFI, the leader in social impact education, to implement a ticket incentive for educators and students in the Metro Atlanta area who completed the Vaping: Know the truth curriculum. The free digital curriculum teaches students about the dangers of e-cigarettes and connects those already vaping with resources to quit. The curriculum is currently being used by more than 9,000 students across the state of Georgia and more than 1.5 million students nationwide.

“Using Vaping: Know the truth in my health classes helped students understand the dangers of e-cigarette use, nicotine addiction, and where to get support if they’re already vaping. I’m grateful to attend this year’s Celebration Bowl and continue championing the health of future generations.” - Jamal Basit, Ed.S, Health and PE Department Chair and Head Boys Basketball Coach at Lakeside High School, Atlanta

Community-driven solutions for empowering freedom from nicotine addiction

Truth Initiative’s presence at the Celebration Bowl is part of the ongoing efforts of the Breath of Freedom coalition, a network of Black health and equity organizations reclaiming health as a form of liberation. The Breath of Freedom coalition is part of Truth Initiative’s Culture + Cessation Collective, which aims to empower disproportionately impacted communities to quit nicotine through education, peer support, and culturally resonant tools.

The Culture + Cessation Collective includes three coalitions of community leaders – Pride + Progress, Breath of Freedom, and Respira Vida – each focused on the unique needs of the LGBTQ+, Black, and Hispanic/Latino communities, respectively. Coalitions gather for facilitated discussions centered on cultural sensitivity, community-specific challenges, and practical solutions, all with a policy-driven approach to ending nicotine addiction in these communities.

The Breath of Freedom coalition tackles the impact of predatory menthol marketing and systemic industry targeting in Black communities, equipping individuals with the knowledge and resources they need to quit for good. 

Learn more about the Collective or join here to receive the latest updates, newsletters, and opportunities for involvement.