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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.

Mary Dominguez

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

Alex Parks

Alexandra Parks is responsible for strategic leadership in developing and managing partnerships with an array of stakeholders, including nonprofit organ

Kathy Crosby

Kathy Crosby is the CEO and President of Truth Initiative, the nation's largest nonprofit public health organization dedicated to achieving a culture wh

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.

Tobacco is a Social Justice Issue

POLICY LEADERSHIP AND COMMUNITY ENGAGEMENT

Truth Initiative leads policy initiatives and supports young leaders to advocate for healthier communities. We inspire, educate, and mobilize young leaders, coalitions, and organizations to act nationally and in their communities to prevent youth and young adult nicotine addiction and empower quitting for all.

Research and evaluation

Our best-in-class research is conducted through the Truth Initiative Schroeder Institute – a widely respected research center that produces independent research to provide the evidence for policy change and evaluate the programmatic work of the organization – and our Innovations Center, a leader in cessation research that develops, evaluates, and provides the expert insights behind our market-leading cessation program EX Program. 

Take Action

Enlist in our movement, explore our youth activism and leadership programs, share quitting resources, or donate — there are many ways you can take action now. Learn more about how you can be part of preventing youth and young adult nicotine addiction and empowering quitting for all.

Our History

Scientific integrity and evidence-based solutions

We uphold rigorous scientific integrity by grounding all programs, policies, and initiatives in peer-reviewed research and sound science. Our commitment ensures that every action we take is informed by the best available evidence to maximize public health impact.

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.