Founded in 1998, Truth Initiative is the largest nonprofit public health organization in the United States focused on ending tobacco and nicotine addiction. Its work spans behavior change, policy advocacy, cessation programmes, and research, with particular attention to populations disproportionately affected by tobacco use, including Black Americans and LGBTQ+ individuals. The organisation operates exclusively within the United States.
The organisation's most prominent programme is the truth® campaign, a nationally recognised youth smoking prevention effort credited with helping reduce youth smoking rates from 23% to under 2%. Other key initiatives include the EX Program, a digital cessation platform developed in partnership with Mayo Clinic; the Schroeder Institute, which conducts research on tobacco control and public health; and school-based youth prevention education programmes designed to prevent tobacco and nicotine addiction among young people.
Truth Initiative integrates evidence-based interventions, culturally responsive community partnerships, and policy advocacy across its programmes. Its work spans public health, tobacco control, healthcare, education, and policy sectors, reflecting an approach grounded in scientific research and targeted outreach.