Truth Initiative celebrates an impactful year of youth leadership

2025 was an action-packed year for young people working with Truth Initiative to empower their communities to quit nicotine. From supporting tobacco- and nicotine-free policies on college and university campuses, creating a culture of quitting online, urging Attorneys General to take action, and spreading awareness of EX Program – Truth Initiative’s free digital quitting platform – young leaders reached new heights and inspired countless moments of dynamic engagement.  

During a difficult year for the public health community when many programs for tobacco cessation and education were impacted by federal cuts, these moments of youth leadership and engagement were crucial to our efforts to support each other and the communities we work with. 

Here are a few moments of progress, partnership, and dialogue that made 2025 a year to celebrate.

Colleges and universities champion tobacco- and nicotine-free policies

2025 was an impactful year for Truth Initiative’s Tobacco/Nicotine-free College Program, which awarded grants to 15 colleges and universities to support the adoption or implementation of tobacco/nicotine-free policies and provide students, faculty, and staff with resources to quit.  

In addition, Truth Initiative engaged with campuses across the country to spread awareness of EX Program. At Knox College, the campus was transformed into a carnival for the April “Pathways to Wellness” event, which brought together carnival games and health and wellness resources for students, including EX Program. Knox College announced their adoption of a 100% tobacco/nicotine-free policy that same week, making promotion of EX Program’s tailored quitting support especially relevant for students, faculty, and staff. Truth Initiative’s participation was made possible thanks to the Illinois Attorney General’s office, who has partnered with Truth Initiative to help prevent youth and young adult nicotine addiction and empower quitting in Illinois.

Meanwhile, in August, Nevada State University also passed a 100% tobacco/nicotine-free policy, driven by the powerful efforts of the Breath with Ease team and a strong network of campus and community partners.

Colleges and universities are in a unique position to prevent nicotine addiction among young people: most people who smoke start before the age of 26, and e-cigarette use prevalence is highest among young adults ages 18 to 24. By implementing tobacco- and nicotine-free policies, college campuses can empower students to quit or never start in the first place, reduce secondhand smoke exposure, and create a healthier environment for all.

Young adult content creators inspire a culture of quitting across social media

Young adult content creators continue to bring quitting nicotine to the forefront of TikTok and Instagram feeds with compelling and relatable stories.  

Lifestyle creator Mao Tao, known for her aesthetic day-in-the-life content, recently celebrated 1-year nicotine-free as part of an ongoing series documenting her quitting journey. Fabrizio, a creator who goes by the name “Moody Foody” who connects with his followers through mouthwatering, Mexican American inspired recipes, also shared honest conversations about his own path to sobriety.

Thanks to the combined efforts of Mao, Fabrizio, and all the dedicated content creators, Truth Initiative has seen over 1,200 enrollments since the beginning of October – meaning over 1,200 people have taken the first step to quit nicotine or get support to keep going. In 2026, EX Program is here to help even more people get the support they need to live free from nicotine addiction. 

LGBTQ+ leaders and youth activists unite to support community needs

This year Truth Initiative launched the Culture + Cessation Collective, comprised of three coalitions of public health and community leaders dedicated to empowering LGBTQ+, Black, and Hispanic/Latino communities to break free from nicotine addiction with actionable resources and policy-driven solutions. The Collective includes three coalitions: Pride + Progress, Breath of Freedom, and Respira Vida – each focused on the unique needs of the LGBTQ+, Black, and Hispanic/Latino communities who have been disproportionately targeted by the tobacco industry.

To launch the Pride + Progress coalition, Truth Initiative hosted an activation at the World Pride Human Rights Conference, meeting with representatives from 12 LGBTQ+ organizations. Youth activist Chrisean Hawkins led the discussion, highlighting the urgent need for culturally specific responses to nicotine use in the LGBTQ+ community and underscoring the importance of personal identity and lived experience as key strengths in advocacy and public health work. Leaders expressed pride in creating welcoming spaces, amplifying youth voices, and bridging community needs with institutional support. Lastly, attendees emphasized the powerful way in which young adult voices can inject purpose and motivation into conversations about nicotine addiction and quitting.

Youth voices urge Attorneys General to take action against illegal e-cigarettes

Attorneys General are key partners in protecting young people from nicotine addiction. Young activists took several opportunities to connect with AGs to have open, honest conversations about the impact of nicotine addiction in their communities and the youth-appealing nature of e-cigarettes and oral nicotine pouches. 

In April, activists met with staff from the Illinois Office of Attorney General and office of Senator Dick Durbin to share their stories about youth-appealing and illegal disposable e-cigarettes. Activists highlighted that only 39 e-cigarette devices have been approved by the Food and Drug Administration (FDA), meaning that the thousands of other disposable devices – which have grown bigger, stronger, and cheaper in recent years – are on the market illegally. 

In May, activist Kacey King and McCall Mirabella, a content creator and former e-cigarette user, shared their personal stories on a panel at the National Association of Attorneys General (NAAG), bringing the issue of nicotine addiction directly to Attorneys General gathered from across the country. In November, activist Iza Gutierrez and quitter and influencer Tyler Kidd continued the fight by speaking at NAAG’s Triennial Conference about how easy it is for young people to access addictive products – and what Attorneys General can do to make dangerous products less appealing and accessible to young people. 

Truth Initiative youth activists also appeared at a press conference with Arizona AG Kris Mayes, met with staff from the offices of District of Columbia AG Brian Schwalb and Georgia AG Chris Carr, and appeared in a video to thank New York AG Letitia James for closing a vape shop that was selling products to young people, among other meetings and actions. 

Through these conversations, young people are stepping up to take action and drive lasting change.

To all the dedicated and talented young people who worked to advance nicotine-free communities, share quitting resources, and drive policy change during this difficult year – thank you. Your commitment, strength, and determination did not go unnoticed. 

We’re so excited to see what these young leaders will do in the future!