Truth Initiative

Truth Initiative is America's largest nonprofit public health organization dedicated to a future where tobacco and nicotine addiction are things of the past. Established in 1998 through the historic Master Settlement Agreement, the organization has driven youth smoking rates from 23% to under 2% through the nationally recognized truth® campaign and evidence-based cessation programs. Truth Initiative combines behavior change and policy change to prevent addiction, support quitting, and address systemic inequities in tobacco use.

The organization's work reaches individuals and communities through multiple channels: the EX Program digital cessation platform developed with Mayo Clinic, youth prevention education in schools, rigorous research through the Schroeder Institute, policy leadership at all levels of government, and community engagement initiatives. Truth Initiative prioritizes populations disproportionately impacted by tobacco, including Black Americans and LGBTQ+ individuals. By integrating science-backed interventions, culturally responsive community partnerships, and advocacy for stronger tobacco control policies, Truth Initiative creates transformative public health impact at both population and individual levels.