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How a group of Indiana youth is changing social norms around smoking
Grant recipients in Indiana are educating and engaging young people around the issue of tobacco use in movies, at local events and on social media.
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Twitter marketing on new heated tobacco products transforms into word-of-mouth conversations
Twitter posts about new heated tobacco products like IQOS, Ploom, and Glo doubled in number and shifted from majority commercial tweets to majority organic p
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Our Team
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Nicole Dueffert
Nicole Dueffert brings her own brand of “Minnesota nice” to Truth Initiative®.
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Using pop culture to end tobacco for good
New research is proving the effectiveness of leveraging televised pop culture events to premiere ads that drive extended conversation around the topic of tob
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E-cigarettes: Facts, stats and regulations
What is an e-cigarette? How much nicotine is in an e-cigarette? Are e-cigarettes as harmful as cigarettes?
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JUUL on YouTube
Researchers found more than 8,000 JUUL-related videos that received a total of 260 million views over the 3-year period from 2016 to 2018.
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JUUL spends more than double on corporate responsibility advertisements compared to youth prevention efforts
A new study highlights the tobacco industry’s efforts to overhaul its reputation as it recruits a new generation of tobacco users.
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Young adults are underestimating the dangers of nicotine
Health misinformation, which has been rampant during the COVID-19 pandemic, can ultimately undermine public health and regulatory efforts to curb youth nicot
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New TikTok challenge kicks off national truth® campaign underscoring young people’s desire to ditch JUUL and quit vaping
truth is launching its latest youth e-cigarette education campaign, “Ready to Ditch JUUL.”
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Vaping advocates promote false claims on Twitter about COVID-19 and e-cigarettes
Vaping advocates on Twitter promoted false claims about the ability of tobacco, nicotine, or vaping to treat or prevent COVID-19
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