$68.1M in expenses

Youth and young adult public education: truth initiative's public health education campaign truth has been a leading driver in reducing youth and young adult tobacco use for two decades. The truth campaign seeks to prevent youth and young adults from starting to use nicotine and to help those who become addicted to quit through public service ads, influencers, social media and on-the-ground events. Campaign impact and the cost effectiveness of the campaign has been proven in multiple published studies. Starting in december 2024, truth initiative focused on building awareness of its ex program digital cessation program, giving young people a 40% better chance of quitting nicotine. In fy25, 240k people enrolled in ex program to help them quit, inclusive of over 150k young adults (ages 18-24). The campaigns continue to reach millions of young people and affect their attitudes about smoking, vaping and their intentions to use nicotine as well as helping hundreds of thousands of young people quit using nicotine.

$10.4M in expenses

Research policy and practice:truth initiative is a leader in tobacco control research and policy with a strong team of research scientists in our schroeder institute for tobacco research and policy studies and a dedicated team of policy professionals who participate in the ongoing discussion around the best approaches for reducing tobacco related death and disease. Schroeder institute scientists produce peer-reviewed papers on issues related to tobacco control and prevention, speak at national and local conferences, and along with our policy team create a suite of resources and guidance on issues from e-cigarettes, to tobacco imagery on screens to tobacco industry marketing tactics for use by tobacco control professionals at both the local and national level. Our policy team regularly weighs in on federal regulatory approaches to tobacco control via formal comments and letters to FDA and other federal agencies.

$9.1M in expenses

Tobacco cessation innovations: truth initiative's innovations center builds and deploys scalable and sustainable digital tobacco cessation interventions. Our programs have served millions of tobacco users ages 13+ across the u.s. Over the past 15+ years. Enterprise versions of our programs extend our public health impact through strategic partnerships with employers, health plans, and health systems and generates revenue to support the mission driven work of the foundation. The innovations center is internationally recognized for its rigorous research on digital interventions for tobacco cessation and its field-leading contributions to the academic literature.

$4.8M in expenses

Engagement, activism and partnerships:engagement, activism and partnerships recruits, educates, and mobilizes young people, to take action on smoking, vaping, and nicotine on behalf of truth's policy priorities. We engage high school and college student leaders to educate decision-makers at the community, state, and national level about the impact vaping has on young people.through on-the-ground activism and leadership training programs, truth initiative equips youth to lead change in their communities. On college campuses, we engage students to educate their peers about cessation, advocate for tobacco-free environments, and help ensure their schools remain tobacco-free. Truth initiative also partners with colleges, universities, and student leaders to implement sustainable, campus-wide tobacco-free policies.in addition, we work with schools to educate students about the dangers of nicotine, cannabis, and opioid misuse through truth initiative's evidence-based high school and middle school curriculum, vaping: know the truth, as well as the prescription drug safety: know the truth program. These curricula empower young people with the knowledge and skills to resist harmful substances and make informed choices.