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.

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.

Jennifer Gendron
Jennifer Gendron

Head of Development, Innovations

Jennifer Gendron brings nearly 20 years of experience in sales, marketing, client success, and non-profit leadership with both a business and clinical background. Gendron oversees sales, marketing, client success, and partnerships for the EX Program. Her experience provides leadership and a deep understanding of B2B go-to-market strategy, new business creation, and channel strategy within the health and wellness industry. Most recently, Gendron was chief revenue officer at MeYou Health, a SaaS wellbeing platform, where she directed sales, client success, and marketing, leading their go-to-market strategy. Prior to MeYou Health, she served in leadership roles at Virgin Pulse, a corporate wellness provider, and E4 Health, a healthcare management solution. Gendron earned her Master of Business Administration from Northeastern University and is a graduate from the University of Massachusetts Lowell.

Megan Jacobs, MPH
Megan Jacobs, MPH

Managing Director of Product, Innovations

Megan Jacobs is responsible for the design, delivery, and evaluation of the EX Program. Most recently, Jacobs led the EX Program team responsible for the first evidence-based text messaging program to help e-cigarette users of all ages quit. She formed her expertise in mHealth interventions and public health campaigns with her work at the University of Michigan Health Service, DC Department of Health, and the National Vaccine Program Office. Her public health work over the past 15 years has applied technology to behavior change ranging from adolescent sexual health to vaccinations. Jacobs received her Master of Public Health from the Milken Institute School of Public Health at George Washington University and is also a graduate of the University of Michigan.

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

Methodologist, Innovations

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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