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Tobacco in Pop Culture

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.

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.

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. 

Jessica Miller Rath

As a behavioral scientist, Dr. Jessica Rath leads the formative research and impact evaluation of the truth® campaign.

2021 Annual Report

We are pleased to share the significant progress we made in 2021, detailed in this report: Creating a future free from smoking, vaping, and nicotine.

Amanda L. Graham

As Chief Health Officer, Dr. Graham leads the tobacco cessation efforts of Truth Initiative with a focus on improving the health of the nation.

Join Our Team

At Truth Initiative, our programs make a difference that save lives and our people bring our programs to life. If you're searching for a fulfilling career and striving to make an impact in the world, whether you're an experienced leader in your field or at the start of your career, take a moment to review our open positions and consider joining our team.

Flavored Tobacco Policy Resources

What federal health agency cuts mean for tobacco control

Last Updated: April 1, 2026

Flavored tobacco policy resource center