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Our Impact

Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We believe a culture where young people reject smoking, vaping, and nicotine can be achieved within this generation — and we won’t stop until we create a future where tobacco use and nicotine addiction are a thing of the past. This is how we’re doing.

Graph showing the decline in smoking rates from 2000 to 2019

Saving lives through the truth campaign

​truth is our national tobacco prevention counter-marketing campaign. It speaks to young people on their terms, through the channels they trust.

​Explore the truth campaign


In just its first four years, truth was directly responsible for keeping 450,000 teens from starting to smoke.


Since 2000, the truth tour has reached more than 5 million young people and given out over 1 million pieces of truth merch.


truth has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone.

Empowering communities and young people to spread the truth about tobacco

Lincoln Mondy

Before Truth Initiative I didn't really see tobacco control framed as a social justice issue. When I read more about the fellowship program I saw that they were really trying to equip youth with the tools to be the generation to end smoking.

Lincoln Mondy created the documentary "Black Lives / Black Lungs" as a part of the Truth Initiative Youth Activism Fellowship to to educate his peers about the history, marketing tactics and impact of the tobacco industry targeting African-Americans with menthol tobacco products.

2015-16 Youth Activism Fellow, Creator of "Black Lives/Black Lungs"

Lincoln Mondy | Farmersville, Texas

Katelynd Todd Headshot

The fellowship has really been just pivotal to who I am and how my career is going. I’ve realized that you can make policies and set up environments that can help people make better health decisions for themselves. It doesn’t matter how small your idea is or the lack of experience that you have — no idea is too small to pursue.

Katelynd Todd was a 2016-17 Truth Initiative youth activism fellow. She worked with community leaders to pass a comprehensive tobacco-free policy at two student apartment complexes in Berkeley, California.

Youth Board Liaison

Katelynd Todd | Berkley, California

FPO: Testimonial Profile alt.

There were many times I felt discouraged...but receiving this scholarship was like encouragement to continue with my vision.

Tobacco cessation is a passion for Ruth Juarez: First as a smoking cessation counselor, and then as part of a task force at a psychiatric hospital. Truth Initiative awarded Juarez the Dr. Alma S. Adams Scholarship to support her work of reducing tobacco use among patients.

2017 Alma S. Adams Scholarship Winner

Ruth Juarez | San Diego, California

Helping colleges and universities quit tobacco

​Ninety-nine percent of smokers try their first cigarette before age 26. We partner with colleges to stop young adults from using tobacco before they start, awarding grants to institutions to adopt a 100% tobacco/vape-free campus policy.

​View grants and scholarships

Winning awards for effectiveness and creativity

2019 Effie Awards

Sustained Success

Be the generation that ends smoking

2019 Daytime Emmy Awards

Outstanding Special Class - Short Format Daytime Program

Treatment Box

2019 Alliance for Workplace Excellence Awards

Seal of Approval

Truth Initiative