Get the latest facts and analyses on the most important issues related to smoking, vaping, nicotine and substance use.
truth has prevented millions of young people from becoming smokers and has helped drive down the youth smoking rate from nearly 23% in 2000 to now just 2.1% in 2023. Our mission is to prevent youth and young adult nicotine addiction and empower quitting for all.
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Our brand resonates in youth culture, with high brand awareness and affinity. We engage young people online and with sought-after in-person experiences, giving them information along with popular truth-branded merchandise.
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Our success and unique style don't go unnoticed. Over the years, we’ve won more than 450 marketing and public service awards for the creative ways we deliver the facts to young people so they can make informed choices and influence others to do the same.
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