We are here
to empower,
not judge

how we finish it

We don't hate. We Instigate.

We're not here to criticize your choices, or tell you not to smoke. We're here to arm everyone – smokers and non-smokers – with the tools to make change.

Exposing Big Tobacco

We’ve always been about exposing Big Tobacco’s lies and manipulation. And while they keep adapting their tactics, we keep it real.

Gaming Not Shaming

This isn't about throwing stones at smokers. It's about finding and turbo-charging new fun ways to do what no generation has ever done before - end smoking.

We Speak In Facts

We're about getting the real facts in front of as many people as we can. What, you thought we call ourselves truth because we just like the way it sounds?

New Rules

Big Tobacco is constantly evolving their game plan. We need to constantly evolve ours. We are a generation with new beliefs and new ideas. Let's get creative.

Power In Numbers

The power comes from you. All of you. Together, we are bigger, louder, and more powerful than Big Tobacco.

We're Counting On You

Only 8% of teens still smoke. Finishing the job will come down to you. Be creative. Enlist friends. Spread truth. Tell us what you need to Finish It.

Almost 80% of us didn't kiss a smoker last month. We'll pucker up to that



  • The goal is still the same – stop Big Tobacco. But, we found some sweet new data. Now only 8% of teens smoke. That's down from 23% in 2000 and from 9% last year! That means, not only have we all come really far, really fast, but we’re super close to ending teen smoking for good. We thought that was a pretty awesome, attainable goal to rally around. And from there, “Finish IT” was born.

  • The University of Michigan interviews about 50,000 8th, 10th and 12th graders every year to understand their behaviors, attitudes and values. Why about 50,000? Because this sample size actually reflects the population of 8th, 10th and 12th graders in the U.S. It’s one of the largest samples and longest-running annual survey of its kind. So, basically, it’s had time to become one of the most respected national data sources on issues surrounding the health, drug use and alcohol use and tobacco use of 8th, 10th and 12th graders. Because it’s so well-respected in the public health community, we decided to use Monitoring the Future’s data. According to their research, 8% of teens currently smoke. For more info, check out

  • Hell Yes. We’re closer than ever before. Only 8% of teens still smoke. That’s less than the number of people following The Rock on Instagram. We can do this. We can get the 8% of down to 0%. But we need everyone to get on board. That’s where you come in. Whether you’re a smoker or a non-smoker. Join the revolution and together we can #FinishIT for good.

  • Our measurement for success is the teen smoking rate. The lower it drops, the more successful we are; our ultimate goal being to get it down to 0%. Track the impact of the revolution here.

  • Definitely. This is about getting everyone on the path to ending smoking. It’s not about making fun of smokers. Or leaving them out. We love smokers. The more of them we can get on board, the closer we can get to ending teen smoking once and for all.

  • Of course. You are part of the 92% of teens who don’t smoke. That’s a huge army. If we all get in on this thing together, we can get the remaining 8% down to zero.

  • Come meet up with us at any of our events. We’ll be in a big orange truck, handing out lots of cool, free stuff. You can’t miss us. Go here to check out when we’ll be at a venue, ocean, or skate park near you.

  • You can get them pumped by passing along this video – post it, tweet it, Instagram it, e-mail it, project it onto a giant building if you want.

    Or, start taking some action here. And then brag about it to all your internet and real friends.

    Or, you can recruit friends through the site by clicking here.

  • Nope. But we did pay the photographers for the rights to use the photos.

  • Yeah. When people see their favorite celebs smoking cigarettes, they’re like…”that guy is badass. And he’s smoking. So smoking must be badass.” Says who? Science. Lots and lots of science. Source: NCI Monograph. See Facts

  • We’re not funded by Big Tobacco. We get our funding from Truth Initiative Foundation, which is an independent public health nonprofit organization created in 1999 as a result of the The Master Settlement Agreement.

    The Master Settlement Agreement is the result of 46 states, the District of Columbia and 5 U.S. territories getting together and suing the major tobacco companies to try to recover some of the billions of dollars spent caring for sick smokers. The tobacco companies settled out of court, signing an agreement to pay the states a certain amount of money—basically refunding some of what they’d spent—and the states then used small amounts of that money for all sorts of things, including roads. And Truth Initiative Foundation. Truth Initiative provides strategic direction and funding for the truth campaign—not Big Tobacco. In 2003, Truth Initiative Foundation received what is likely the final payment to the National Public Education Fund established by the Master Settlement Agreement.

  • You can check them out here on our site, or on our YouTube page.

  • truth® focuses on spreading awareness and inspiring action in the fight to end smoking. But if you’re looking for some help on how to quit, hit up our friends at This is Quitting on your Android or iPhone