We bring transparency on the impact of tobacco to transform use trends, inform federal agencies, and empower individuals to quit.

We’re in this to bring real change.

Truth Initiative

The EX Program is part of Truth Initiative, the largest public health non-profit entirely focused on inspiring lives free from smoking, vaping, and nicotine. Revenue from the EX Program supports our mission-driven work to prevent youth from smoking, vaping, and using nicotine—and to help youth quit, if they’ve started.

By combining both science and art and using evidence-based approaches with creative execution, the EX Program maximizes engagement in quitting tobacco for good.

Truth Initiative’s family of brands has been changing the culture around tobacco use and helping people form identities without tobacco for over 20 years.


  • Rigorous, ground-breaking scientific research and policy studies;
  • Innovations to end nicotine addiction by helping people quit;
  • A nationally recognized, award-winning truth® public education campaign; and
  • Targeted programs for populations at high risk for tobacco use.

In 2008, Truth Initiative partnered with Mayo Clinic to develop a digital tobacco cessation program. Based on this success and the need to reach even more tobacco users, we created the EX Program, a premium digital health program for tobacco addiction for employers and health plans.

With 8 federally funded studies and over 30 peer-reviewed manuscripts specifically on the EX platform, our expertise in developing effective digital quit-tobacco approaches is unrivaled.

Our Mayo Clinic Partnership

Our Mayo Clinic partnership informs our program content, structure, and coaching.

Mayo Clinic Subject Expertise

The EX Program uses the latest scientific and clinical research from the experts at Mayo Clinic’s Nicotine Dependence Center.

Guidance in the EX Community

Mayo Clinic's featured authors provide expert advice in the EX Community to support quit attempts and EXes.

Mayo Clinic Certified Coaches

All EX Program coaches have completed Mayo Clinic’s Nicotine Dependence Center Tobacco Treatment Specialist Certification Program, or equivalent training.

Applied Clinical Approach

The EX Program adapts Mayo Clinic’s clinically-validated approach to a digital format, so participants can engage how and where they choose.

Leadership Team

Our team members are seasoned professionals, with years of experience in the art and science of treating tobacco dependence and building engaging digital interventions.

Amanda Graham, Ph.D.
Amanda Graham, Ph.D.

Chief of Innovations

As Chief of Innovations, Dr. Amanda Graham leads the Innovations Center within Truth Initiative. The Innovations Center is dedicated to designing and building leading digital products for tobacco cessation, including the EX Program. She is internationally recognized as a thought leader in web and mobile quit-smoking interventions and online social networks and has been awarded over $15 million in research funding. She has published over 100 peer-reviewed manuscripts and serves on National Institutes of Health study sections and numerous journal editorial boards. Graham is Professor of Medicine (adjunct) at the Mayo Clinic College of Medicine and Science.

Shruti Ghosh
Shruti Ghosh

Managing Director, Product

Shruti Ghosh oversees the day-to-day management of the BecomeAnEX platform and the EX Program. She brings over 10 years of product development, strategy, and health technology experience focusing on a user-centered, data-driven approach to product design. In her previous positions, she has been responsible for leading product development, redesigning product user interfaces, and developing technology strategies. Gosh has a master’s degree in public policy from Carnegie Mellon University and certificates in product management. She loves to cook for her family and friends in her spare time, run cooking classes, and read to her kids.

AJ Sisodia
AJ Sisodia

Managing Director, Business Development

AJ Sisodia is responsible for the strategy and management of new business and partnerships for the EX Program. He brings over 15 years of experience in sales and business development, with a specific focus in digital health and wellness. Prior to joining the EX Program by Truth Initiative, he served as Director of Strategic Development at Virgin Pulse, the largest global health and well-being technology and services company. Sisodia is a graduate of Wheaton College in Massachusetts.

Lauren Higgins
Lauren Higgins

Managing Director, Partnerships and Strategic Accounts

Lauren Higgins oversees the launch and ongoing support of enterprise clients. She brings a wealth of experience ensuring client success with wellness initiatives. Prior to the EX Program, she served as director of client success for MeYou Health, a workplace wellness platform designed for small businesses. She also held a variety of client-facing roles during her 5+ years at Virgin Pulse, a market-leading platform that builds employee health and wellbeing into corporate cultures.

Doug Harris
Doug Harris

Managing Director, Software Development

Doug Harris is responsible for managing all technical aspects of the EX Program, including software development staff, IT operations, and technology direction. He has over 30 years of experience coding, designing software applications, and leading software teams using agile development methods. Harris leads the team responsible for building innovative digital tobacco cessation products and improving the EX platform. He is a graduate of Vassar College.

Stacy Freeborg-Junge
Stacy Freeborg-Junge

Managing Director, Marketing

Stacy Freeborg-Junge oversees promotions to boost—and sustain—participation in the EX Program. She brings 15+ years of marketing experience, including 10 years specifically promoting wellbeing solutions to participants. She has previously held marketing roles at PayCheck Direct, a financial wellness solution, and HealthFitness, a corporate wellness, fitness, and injury prevention company. Freeborg-Junge has received numerous marketing awards for creative execution, including the Aster Award, Impact Award, and Hermes Creative Award.

Michael Amato, Ph.D.
Michael Amato, Ph.D.


Dr. Michael Amato leads a data team responsible for analytics and reporting for the EX Program and our clients. Amato has published numerous research papers and regularly speaks on the use of digital cessation interventions to reduce smoking in the population. His expertise includes meaningful intervention engagement metrics, text analytics for user-generated content, and using unique methodology and opportunities in observational studies of online behavior. He received his Ph.D. in Psychology from the University of Wisconsin, focusing on quantitative methods and behavior change communication. Amato is Assistant Professor of Medicine (adjunct) at the Mayo Clinic College of Medicine and Science.

Robert Falk
Robert Falk

General Counsel

Robert Falk is a healthcare attorney with 15 years of private practice experiences at prominent national law firms and over a decade in the nonprofit sector. Prior to joining Truth Initiative, Falk served for 11 years as the general counsel and corporate secretary of the Human Rights Campaign, the nation’s largest LGBTQ civil rights organization. He has advised both the Human Rights Campaign and the Human Rights Campaign Foundation on legal issues including election and campaign finance law, nonprofit tax issues, real estate, human resource matters, and intellectual property. Before the Human Rights Campaign, he served as general counsel of the Whitman-Walker Clinic, an HIV/AIDS social service agency, and as acting general counsel at D.C. General Hospital. He is a recipient of the Human Rights Campaign’s Ally of Justice award. Falk is a graduate of Yale Law School and Princeton University.

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