The Truth Initiative

About

The Truth Initiative is a leading nonprofit organization dedicated to reducing nicotine addiction among youth and young adults. Founded in 1999 as part of the Tobacco Master Settlement Agreement, it is best known for its anti-smoking campaign, which has significantly contributed to the decline in teen smoking rates. The campaign uses engaging media to expose tobacco industry tactics and highlight the health effects of smoking, empowering young people to make informed choices. Through its public education campaigns, including truth and Outsmart Nicotine, the Truth Initiative has helped lower youth smoking from 23% in 2000 to under 2% today. It also supports tobacco-free policies in colleges and conducts research to enhance tobacco control strategies. The organization aims to create a culture where youth reject tobacco, addressing systemic challenges and promoting public health improvements.