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.