Skip to main content

Our Impact

At Truth Initiative, we create meaningful change at both the population and individual levels. With our research-driven approach to behavior change and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation access. By addressing systemic challenges and empowering individuals, we achieve transformative public health impact.

Young adults sitting on a bench laughing
Women and Candles from Outsmart Nicotine campaign

Preventing addiction and empowering quitting

Freedom from addiction isn’t just a goal – it's a right. Through our national campaigns, proven-effective quitting programs, and in-school curriculums, we help individuals prevent and break the cycle of nicotine addiction.

​Explore the truth campaign

2%

Our national public education campaigns helped bring down teen smoking from nearly 23% in 2000 to less than 2% today, and youth e-cigarette use to its lowest point in a decade.

830K

Between 2019 and 2024, we helped over 830,000 young people on their journeys to quit vaping nicotine with a free and anonymous text messaging program, now part of EX Program.

1M

Our digital peer-to-peer curriculum Vaping: Know the truth has reached more than 1 million students in their schools. 

Youth Activists at capitol hill

Driving policy change

Through rigorous research and policy leadership, we provide the information and analysis needed to advance impactful policies to combat illegal e-cigarette markets, hold retailers accountable, and protect the public from nicotine addiction. We also inspire, mobilize, and train young people to drive policy change in their communities and on their campuses.

Empowering communities and young people to spread the truth about tobacco

I found that it was a great opportunity to branch out and challenge myself – in terms of [organizing] events in my community – to raise awareness about the harms of using tobacco and grow as a leader. I am forever grateful for that experience, and I highly recommend it for everyone.

Kaitlyn is pursuing a Master of Public Health and is interested in addressing the root causes of systemic health inequities. Her goal as a truth Ambassador is to “mitigate health disparities that arise from tobacco and nicotine usage.”

2023-2024 truth Ambassador

Kaitlyn Gentile | Virginia

A lot of individuals don’t know how the tobacco issue is an issue for everyone. There’s so many factors to it – social justice, environment, mental health – you can find your space in the tobacco issue because it affects so many things around us. I just love to do this work...

Yashi has been involved in tobacco prevention efforts for nearly four years, including as a truth Ambassador since 2022. “I want to ensure that the people I care about live in an environment that values mental, physical, and environmental health,” she said. She now serves on the Truth Initiative board of directors as a youth board liaison. 

2024-2025 Youth Board Liaison

Yashi Srivastava | New Jersey

Mary Kimmerle

I firmly believe that youth advocates are the most powerful force for enacting change. Truth Initiative is helping to amplify the voices of young people like myself, and I am thrilled to have the chance to contribute to building a better future.

Mary Kimmerle is a 17-year-old from Missouri. Beginning her advocacy journey in 8th grade with Youth with Vision, she now serves as co-president, leading mental health visibility campaigns. She is involved in the Liberty Alliance for Youth, bringing campaigns like "Knock Out Teen Vaping" to life, and advocating at the state level. She’s excited to use the Impact Scholarship to continue her work elevating youth activism as a winning strategy for policy change.

2024 truth IMPACT Scholarship winner

Mary Kimmerle | Missouri

College kids walking on campus

Helping colleges and universities quit tobacco

We partner with colleges to stop young adults from using nicotine before they start and help them quit, awarding grants to institutions to adopt a 100% tobacco/vape-free campus policy.

​View grants and scholarships

Winning awards for effectiveness and creativity

2024 ANA Reggie Award

REGGIE Spotlight Category: Health, Fitness and Wellness

This is Quitting with Emily Mazza

2023 Stevie Awards for Great Employers

Human Resources Team of the Year

2023 ARF David Ogilvy Awards

Government, Public Service & Nonprofit

Breath of Stress Air