We ♥ Smokers
Heck, we love everybody. Our philosophy isn’t anti-smoker or pro-smoker. It’s not even about smoking. It’s about the tobacco industry manipulating their products, research and advertising to secure replacements for the 1,200 customers they “lose” every day in America. You know, because they die.
Don’t Say Don’t
Tell someone not to do something and they will. Don’t read the next sentence. See what we mean? We’re not here to tell people not to smoke, because, well, it doesn’t work.
Quality Providers Of The Truth
We don’t have money or influence - our power comes from facts and trust. Being an honest and dependable source of information is our bread and butter, because the minute we start bending and manipulating the truth, we’re no better than the tobacco industry. Bottom line: Make it interesting, don’t twist the truth.
Pulling Back The Curtain
In the past, Big Tobacco fooled the general public into believing they’re just another industry providing a safe consumable good. But that has changed now that secret internal tobacco industry documents have been leaked to the public. Memos that detail what they have been up to. But there was a time when the information in those memos was only getting into the hands of the few. Our job is to get that information into the hands of the many. To expose how the tobacco industry has been manipulating our generation and others before it.
The Problem With Immortality
When you’re young, you think you’re immortal. That can be a problem for a health message. The idea isn’t to tell teens they’re gonna die, but to show how tobacco companies exploit this illusion for their own benefit.
Rebellion Is Not A Bad Word
Rebellion is powerful stuff. And for years the tobacco industry used that power for their gain by making smoking an act of defiance. But the reality is this: If teens think they’re being rebellious by smoking, they’re really just following orders. And last time we checked, rebellion is about not doing what you’re told all the time.
Not For The Adult Mind
truth® is hard for someone over the age of 30 to understand. The adult world is very different from a teen’s. The values are different. The goals are different. If adults don’t get what we’re saying and how we choose to say it, then it’s probably okay.
Truth In Numbers
According to a bunch of data-crunching experts, the first two-years of truth® saved us as much as $5.4 billion in added health-care costs and in the first four years kept 450,000 teens from becoming Big Tobacco’s loyal customers*. Take into account that nearly 1/3 of all youth smokers will eventually die of a tobacco-related disease and this translates into about 150,000 lives saved. So, truth® is working. And still, every day the tobacco industry is busy coming up with new ways of getting people hooked. Which means we’re back at the grindstone.
— The American Journal of Preventive Medicine
We The People
You've now met truth®. You know our secret sauce.
So you know we’re not here to blow sunshine up your nether regions. We’re not out to preach. Our only goal is to make sure everyone gets the unfiltered, unadulterated facts about tobacco. So every smoker and non-smoker can agree on one thing: they know what’s up.