What We Do

Youth smoking prevention and education

truth campaign

Our award-winning and lifesaving national tobacco prevention counter-marketing campaign is our primary vehicle for exposing the truth about smoking, vaping and nicotine. The truth campaign delivers the facts about tobacco and industry tactics so young people can make informed choices and influence others to do the same. Our track record of saving millions of lives proves one thing: The truth works. Given our record of success and unmatched expertise among public education programs targeted to young people, we are also lending our expertise to the opioid epidemic and engaging young people in conversations about the risks of addiction.

Community and youth engagement

​We amplify the impact of truth with on-the-ground action. We inspire and mobilize young people to serve as drivers of social change and empower individuals, coalitions and organizations to take action in their communities.

Innovations to end tobacco use

We combat tobacco use and nicotine addiction on all fronts, including being a leader in developing programs to quit smoking and vaping. By leveraging the latest technologies, we innovate ways to support young people, such as designing, building and deploying digital applications to help end their addiction. Our flagship program, BecomeAnEX, has helped more than 990,000 people on their journey to quit smoking and This is Quitting, the first-of-its-kind quit-vaping program for teens and young adults, has enrolled over 700,000 young people and counting.

Partnerships

To make culture-wide change, we need to join forces with leaders in the public, private and nonprofit sectors who are committed to a future where tobacco use and nicotine addiction a thing of the past. Our ability to command the attention and respect of young people with nearly 80% brand awareness attracts high-profile partners who are innovators in their fields. Together, we expand our influence and impact to inspire lives free from smoking, vaping and nicotine.