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Our mission

At Truth Initiative, we are committed to a future free from lifelong addiction, fostering healthier lives and a more resilient nation. Our mission is clear: prevent youth and young adult nicotine addiction and empower quitting for all.

Who We Are

Truth Initiative is the nation’s largest nonprofit public health organization dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all. Our field-leading approach to behavior change and policy change creates transformative impact through national campaigns, proven-effective quitting programs, and in-school curriculums that help prevent and break the cycle of nicotine addiction at the individual level, and rigorous research and policy leadership that helps advance impactful policies at the population level.

Caitlin Carroll

Caitlin Carroll is a content and editorial leader with over 20 years of experience in media and mission-driven communications.

What federal health agency cuts mean for tobacco control

Last Updated: December 10, 2025

Cessation access and support

With access to the right resources, freedom from nicotine addiction is possible for everyone. We create cutting-edge solutions to empower people to quit smoking, vaping, or any type of tobacco product. Our market-leading EX Program has helped millions of people on their journeys to quit smoking, vaping, or any tobacco or nicotine product.

YOUTH AND YOUNG ADULT NICOTINE ADDICTION PREVENTION & EDUCATION

Everyone deserves the chance to live free from nicotine addiction. Through our national public education campaigns, as well as in-school curriculums, we are inspiring a movement to live free from nicotine addiction by empowering young people to quit or never start in the first place.

EX PROGRAM: QUIT SUPPORT FOR INDIVIDUALS AND ORGANIZATIONS

Quitting nicotine isn't easy, but it can be done with the right support. EX® Program, developed over 15 years ago by Truth Initiative in collaboration with Mayo Clinic, brings individuals, employers, health plans, and public health organizations proven, evidence-based quitting approaches and the most established online quit community.  

EX Program has helped millions of people on their journeys to quit smoking, vaping, or any tobacco or nicotine product. Research has shown that using EX Program can increase odds of quitting by up to 40%.

2025 Financial Statements

We have audited the accompanying consolidated financial statements of Truth Initiative Foundation and Affiliate (Truth Initiative), which comprise the consol

Nicole Dueffert

Nicole Dueffert brings her own brand of “Minnesota nice” to Truth Initiative.

Mary Dominguez

Mary Dominguez serves as Vice President, Partnerships in Marketing, where she has worked on the truth brand since 2005.

Our top issues

In our fight to prevent youth and young adult nicotine addiction and empower quitting, we focus on the issues that matter most. To identify these priorities, we constantly monitor, investigate and analyze the latest topics and trends in commercial tobacco and substance use. These are our top issues.

Website Policies

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