We are Truth Initiative
We are Truth Initiative and we are achieving a culture where all youth and young adults reject tobacco.
The truth about tobacco and the tobacco industry is at the heart of everything we do: our rigorous scientific research and policy studies, our proven-effective and nationally-recognized truth public education campaign, our community and youth engagement programs supporting populations at high risk of using tobacco and our innovations to end tobacco use by helping people quit.
Our mission to achieve a culture where all youth and young adults reject tobacco is within reach. Our 20 years of lifesaving work has helped drive down the youth smoking rate from 23% in 2000 to 3.7% in 2019. We have also prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We are proud of those achievements, and we won't stop until our mission is a reality.