Vision

Our mission drives everything we do to advance public health, address inequities, and empower lives free from the physical, mental, and financial toll of nicotine dependence. We create meaningful change at both the population and individual levels through a field-leading approach to behavior and policy change—preventing addiction, increasing quitting, reducing dependence, and expanding cessation support. Our nationally recognized truth® campaign helped reduce youth smoking from 23% in 2000 to under 2% today and drive youth e-cigarette use to its lowest level in a decade. Our newest campaign, Outsmart Nicotine, engages young adults (18–24), where e-cigarette use remains high. Through our free EX Program—developed with Mayo Clinic—we equip millions with tools to quit, increasing success rates by up to 40%. Together, we are building a movement to help people leave nicotine behind and live healthier lives.

Goals

1. 1.Truth Initiative has helped drive historic declines in youth tobacco use for more than 20 years. In FY25, 240,000 people enrolled in EX Program, including 150,000 young adults ages 18–24. EX gives young people up to a 40% better chance of quitting nicotine. Through Truth and Everfi® programs, millions of youth are reached each year with prevention, education, and cessation support.
2. 2.Through the Schroeder Institute, our scientists produce peer-reviewed research that informs public health practice and policy. Our policy team develops resources used by tobacco control professionals nationwide and regularly contributes to federal regulatory efforts, including comments and recommendations to the FDA on tobacco control issues.
3. 3.Truth Initiative’s Innovations Center develops and scales evidence-based digital tobacco cessation programs that have served millions of people across the United States. Through partnerships with employers, health plans, governments, and public health organizations, these programs expand impact while generating revenue to support our mission.