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What We Do

To achieve a future free from nicotine addiction, we focus on behavior change and policy change that prevents addiction, supports quitting, expands cessation access, and addresses systemic inequities.

Outsmart Nicotine: Breaking the Cycle

A new round of Outsmart Nicotine ads, released by Truth Initiative in April 2026, illuminates the cycle of nicotine addiction and withdrawal and situates the mental health impact of nicotine addiction as a reason to consider quitting. The new ads ask two essential questions: do people crave nicotine because they feel stressed? Or do they feel stressed because they crave nicotine?

Outsmart Nicotine offers a way to break the cycle with EX Program, a free evidence-based digital quitting program developed by Truth Initiative with Mayo Clinic.

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 and in-school prevention curriculums for middle and high school students, we are inspiring a movement to live free from nicotine addiction by empowering young people to quit or never start in the first place.

Outsmart Nicotine: You Got This

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.

Breath of Freedom

The Culture + Cessation Collective

Curriculums to address vaping, cannabis use, and prescription drug misuse

Truth Initiative provides a national youth vaping prevention curriculum and a prescription drug safety curriculum, both made available to schools by EVERFI®, the leader in social impact education. Our free digital courses guide students through the dangers associated with vaping nicotine, cannabis use, and prescription drug misuse in an authentic peer-to-peer youth voice. 

As of September 2025, 1.5 million students have engaged with the free digital vaping prevention curriculum, learning the facts about nicotine addiction and receiving proven resources to quit.

POLICY LEADERSHIP AND COMMUNITY ENGAGEMENT

Truth Initiative leads policy initiatives and supports young leaders to advocate for healthier communities. 

Get Involved

Join us in preventing youth and young adult nicotine addiction and empowering quitting for all. Learn about how you can help create a future free from nicotine addiction, and access free downloadable resources to use in your community. 

Tobacco is a Social Justice Issue

Policy leadership and accountability

We drive policy change to advance public health, address inequities, and empower lives free from the physical, mental, and financial toll of nicotine dependence. 

We protect the public from a lifetime of nicotine addiction by advancing impactful policies. Through rigorous research and policy leadership, we act to reduce youth access to nicotine and expand access to cessation by combating the illegal e-cigarette market, removing youth-appealing flavored products, holding retailers accountable, and increasing access to cessation services.