Get the latest facts and analyses on the most important issues related to smoking, vaping, nicotine and substance use.
Everyone deserves the chance to live free from the burden of addiction. Through our national public education campaigns, free prevention curriculums, youth and community initiatives, and EX Program for quitting, we implement behavior change strategies and solutions that foster healthier lives and empower quitting for all.
We have a legacy of transformative impact when it comes to nicotine addiction prevention and cessation.
Outsmart Nicotine and truth, our national public education campaigns, have helped reduce teen smoking from nearly 23% in 2000 to less than 2% today and helped drive youth e-cigarette use to its lowest point in a decade.
While our expertise will always be grounded in tobacco and nicotine, our strategies are evolving to extend beyond nicotine to meet the full landscape of addiction risk that young people navigate today — behaviors which often overlap and reinforce one another.
Building on this foundation, we are committed to equipping young people and their communities with the knowledge and tools to make healthy choices. By pairing proven prevention and cessation strategies with an expanded understanding of addiction risk, we will keep protecting the next generation and continue to save lives for years to come.
To educate young people about the dangers of nicotine addiction, cannabis use, and substance abuse, Truth Initiative provides two free digital courses called Vaping: Know the truth and Prescription Drug Safety: Know the truth, each guiding students through real-world scenarios with videos from young people, short quizzes, and resources for quitting.
Learn more about our curriculumsTruth Initiative national public education campaigns have made public health history twice, helping to reduce teen smoking and youth and young adult nicotine addiction. Our campaigns have prevented millions of young people from using nicotine, and provide those who do with proven-effective quitting resources.
Our most recent campaign, Outsmart Nicotine, follows the science and data by speaking to young adults ages 18-24, an age group that was heavily impacted by the arrival of flavored e-cigarettes like JUUL over a decade ago. E-cigarette use remains high among this age group, with many young vapers also dual-using cigarettes and pouches. Outsmart Nicotine reaches this group with quitting support through EX Program, highlighting that anyone can break free from nicotine addiction with the right support.
See the Outsmart Nicotine campaignThe truth campaign, launched by Truth Initiative in 2000, prevents youth nicotine addiction with bold campaigns, youth prevention curriculums, and proven quitting resources. truth led the charge against Big Tobacco to drive down teen smoking, and helped reduce youth e-cigarette use to historic lows by connecting nicotine addiction with issues like social justice, the environment, and mental health.
Explore the truth campaign
Through our Tobacco/Nicotine-Free College Program, Youth Engagement Alliance, and Culture + Cessation Collective, we prevent addiction and empower quitting by engaging with community leaders to educate their members on nicotine addiction and share resources for quitting.
We also partner with states, local communities, public health organizations, and brands to expand our reach and maximize our impact.
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