Let's be the generation to 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 6% 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.

Cigarette use is on the decline

23% 17% 13% 11% 6%

of teens
smoke

2000 2003 2009 2012 Today

HOW ARE YOU FUNDED?

Let’s check a box and let you know we’re funded by Truth Initiative. Which sounds like it could be a secret organization in a J.J. Abrams movie, but is actually a really awesome group of brilliant, charismatic, witty, talented, thoughtful, considerate, lovely, fierce, dynamic, supreme, astounding, epic, joyful, courageous, creative, fantastic, hard-working, curious, gladiator-esque individuals that we love a lot. Box checked? Check.