The Truth Initiative

The Truth Initiative is a nonprofit organization dedicated to reducing youth tobacco use, particularly cigarette smoking. It was founded in 1999 and is known for its innovative public health campaigns, including the well-known "Truth" anti-smoking ads. The organization uses research, education, and advocacy to inform young people about the dangers of tobacco and to promote healthier choices. Its goal is to eliminate tobacco use among youth and young adults, ultimately helping to save lives and improve public health through evidence-based strategies and engaging messaging.