Truth Initiative has launched the Outsmart Nicotine campaign, offering resources to support young adults in their nicotine cessation efforts and encourage them to stay committed to their quit resolutions for 2025.
RT’s Three Key Takeaways:
- Desire to Quit: 48% of young adults aged 18-24 are prioritizing quitting nicotine as part of their 2025 New Year’s resolutions, according to Truth Initiative survey data.
- Need for Support: Truth Initiative emphasizes the importance of resources like the EX Program, which provides evidence-based tools such as personalized quit plans and text message support, to help young people successfully quit nicotine.
- Reframing Quitter’s Day: Truth Initiative is renaming the second Friday in January “You Got This Day” to motivate young people to continue their quit journey, offering empowerment and support through its Outsmart Nicotine campaign.
Almost half (48%) of young people aged 18-24 are making quitting nicotine a priority for their 2025 New Year’s resolutions, according to data from Truth Initiative, a nonprofit public health organization dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all.
This survey data* highlights a growing desire to break free from nicotine addiction and the need for effective resources for 18- to 24-year-olds, among whom e-cigarette use is prevalent, and dual use of cigarettes is a growing concern.
“For many, the journey to quit can feel daunting, especially for the scores of young people who think quitting means going ‘cold turkey’ without a network of support,” reads a release from Truth Initiative.
To meet this need, Truth Initiative is offering resources to help their resolutions stick and has launched Outsmart Nicotine, a new campaign designed to introduce young people to EX Program, a quitting resource developed in partnership with Mayo Clinic in 2008.
Tools and Encouragement Through EX Program
EX Program is a free cessation resource tailored to meet the unique challenges faced by young people. It offers evidence-based tools designed to support quitting through personalized quit plans, interactive text messages, and 24/7 access to an online quit community.
A randomized clinical trial among young adults published in JAMA Internal Medicine found that EX Program text message support can increase the odds of quitting by up to 40%. These tools have helped millions quit nicotine over nearly two decades, according to Truth Initiative.
Introducing ‘You Got This Day’ as Part of the Outsmart Nicotine Campaign
Through the Outsmart Nicotine campaign, Truth Initiative is driving awareness of these tools with a series of ads that celebrate the small, everyday victories that lead to quitting nicotine for good. The campaign’s launch ad, “You Got This,” with the track “Can I Kick It?” by A Tribe Called Quest to inspire young people to take that first step toward a nicotine-free life.
“Quitting nicotine is hard, but it doesn’t have to be a lonely or impossible journey,” says Kathy Crosby, CEO and president of Truth Initiative, in a release. “With Outsmart Nicotine and the proven-effective EX Program, we’re showing young people that freedom from addiction is possible and within reach– and giving them the tools to quit smarter, not harder.”
Traditionally known as Quitter’s Day, the second Friday in January—Jan 10 in 2025—marks the time of year when many people abandon their New Year’s resolutions. Giving it a fresh perspective, Truth Initiative is renaming it “You Got This Day” to motivate young people to push through challenges and keep working toward their quit goals. The campaign reframes this day as a moment of empowerment, reminding young adults that quitting is difficult, but with the right support, it’s possible.
Step Toward Quitting
Truth Initiative invites young people to take the first step toward quitting by texting EXPROGRAM to 88709 or visiting exprogram.com. Organizations interested in EX Program’s enterprise solution can learn more at exprogram.com/enterprise.
*According to Truth Initiative continuous tracking online survey data collected Oct 17, 2024, through Dec 17, 2024, from 662 respondents.
Photo caption: Truth Initiative is renaming Quitter’s Day as “You Got This Day” to motivate young people to push through challenges and keep working toward their quit goals.
Photo credit: Truth Initiative
