How Truth Initiative Rebranded the Fight Against Smoking

February 3, 2025

When youth smoking rates in the U.S. plummeted from 23% in 2000 to under 10% by 2017, the credit for this cultural shift went largely to the groundbreaking truth® campaign. Launched by the American Legacy Foundation, truth® revolutionized public health messaging by rejecting scare tactics and instead calling out Big Tobacco’s manipulation head-on. The campaign’s sharp, irreverent tone and youth-centric branding made not smoking the ultimate act of rebellion.

Truth Campaign Logo

But the story of truth® doesn’t end there. Behind the scenes, the campaign’s creators were hard at work crafting a brand strategy that would future-proof its mission and amplify its impact. That work, led by the branding experts at Siegel+Gale, resulted in a powerful new organizational identity: Truth Initiative.

This transformation wasn’t just a name change; it was a strategic masterstroke that brought together bold messaging, cohesive branding, and a vision to inspire tobacco-free lives.

Siegel+Gale’s task was to bridge this divide. Their research revealed that Legacy’s potential extended far beyond its focus on smoking cessation.

The Challenge: Uniting Two Brands for Greater Impact
Truth® began as part of the American Legacy Foundation, a public health organization formed in 1998 after the Master Settlement Agreement between Big Tobacco and state attorneys general. Legacy’s mission was to eradicate smoking, with truth® as its most visible and successful program. While the campaign won widespread acclaim and drove significant behavioral change among Gen Y audiences, the organization faced a challenge: truth® and 

Legacy were perceived as separate entities, diluting their overall impact.

Siegel+Gale’s task was to bridge this divide. Their research revealed that Legacy’s potential extended far beyond its focus on smoking cessation. The organization had proven itself a leader in youth marketing and behavioral change. By uniting the equity of the truth® campaign with the credibility of Legacy, they could create a single, powerful brand capable of championing a broader narrative.

The Insight: Building on Equity
Through comprehensive quantitative and qualitative research, Siegel+Gale identified that truth® had become much more than an anti-smoking campaign. Its bold, youth-friendly tone resonated not only with its intended audience but also with communities and stakeholders across generations. The campaign’s distinctive branding, from its signature orange color to its irreverent voice, had achieved near-iconic status.

The insight was clear: the success of truth® could be the foundation for an even larger movement. By reimagining Legacy as Truth Initiative, they could align the organization’s broader goals with the equity and energy of the truth® campaign, creating a unified brand that would inspire action on a larger scale.

The Answer: Truth Initiative
The result of this strategic overhaul was the creation of Truth Initiative, complete with the tagline “Inspiring tobacco-free lives.” The name preserved the cultural capital of the truth® campaign while signaling the organization’s expanded mission. It invited people not just to avoid tobacco but to take an active role in shaping a healthier, smoke-free future.

Siegel+Gale carried this vision through every aspect of the rebrand. The visual identity drew on truth®’s signature orange circular form, creating an instantly recognizable symbol that worked seamlessly across print, digital, and environmental touchpoints. Messaging was crafted to resonate with forward-looking, optimistic audiences, positioning Truth Initiative as a rallying force for change.

This wasn’t just a rebrand; it was a redefinition of what the organization stood for. Truth Initiative became more than an anti-smoking campaign—it became a movement that united communities, empowered young people, and inspired generational action.

A Blueprint for Effective Branding
The success of Truth Initiative offers a masterclass in how branding and messaging work hand in hand to create impact. By understanding their audience, leveraging existing equity, and aligning messaging with values, Siegel+Gale helped Truth Initiative build a brand that felt both authentic and aspirational.

What made it work?
— Audience-first messaging: Truth Initiative didn’t lecture its audience—it spoke their language. Its bold, irreverent tone engaged young people on their terms, positioning them as heroes in the fight against Big Tobacco.

— A unified identity: By merging the truth® campaign’s energy with Legacy’s credibility, the rebrand created a cohesive organization that felt larger than the sum of its parts.

— Visual storytelling: From its iconic orange logo to its consistent branding across platforms, Truth Initiative made sure its message wasn’t just heard but seen—and remembered.

 

Rebellion with a Purpose
Truth Initiative’s journey is a testament to the power of strategic branding and messaging. It didn’t just lower smoking rates; it changed the cultural narrative around smoking. The campaign made not smoking an act of rebellion and transformed an organizational challenge into an opportunity to inspire action on a national scale.

The legacy of Truth Initiative isn’t just about tobacco—it’s about how a bold idea, a clear message, and a well-executed brand can change the way people see the world—and their role in it.