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Dating as far back as slavery, the tobacco industry has exploited Black communities. Enslaved people grew and harvested the crop on plantations. Eventually, the tobacco industry targeted Black communities with ads and sponsorships pushing addictive menthol cigarettes. Consequently, more than 80% of Black smokers use menthol cigarettes, compared to 43% of adult smokers overall, according to a study by researchers at Columbia University Mailman School of Public Health and The City University of New York.
“Black communities have long been targeted by the tobacco industry, and we are still living with the consequences,” says Kendric Dartis, Vice President of Outreach and Engagement at Truth Initiative. “This is not just a public health issue, it is a social justice issue. Reclaiming our health starts with naming those tactics, protecting our communities, and making sure people have access to quitting support that is free, culturally relevant, and proven to help.”
Peddling tobacco in our communities has resulted in fatal consequences. Black Americans have higher death rates from tobacco-related causes than any other racial or ethnic group and are more likely to be exposed to secondhand smoke. Tobacco use is the leading cause of preventable death among Black Americans, taking approximately 45,000 lives each year through a range of illnesses such as cancer and heart disease. Not only has racism made tobacco use among the Black community pervasive, but it’s also made quitting challenging. Beyond the industry’s predatory marketing, environmental stressors influenced by racism can make it difficult to quit. Additionally, inequity in public health makes it harder to access the resources needed to quit tobacco use.
Organizations like Truth Initiative are working to change current outcomes. Through its Breath of Freedom coalition — part of the Culture + Cessation Collective — Truth Initiative is responding directly to the tobacco industry’s historical exploitation of Black communities by providing resources to help people quit. Through education and community support, this coalition is redefining the narrative around tobacco use and empowering Black communities.
Building on this work, Truth Initiative partnered with the NAACP earlier this year to advance its mission to end nicotine addiction in the Black community and make the resources needed to realize that goal more accessible. The two powerhouse organizations are achieving this through providing community education via workshops, advocating for stronger protections against tobacco products targeted at Black communities, and enhancing advocacy efforts.
Additionally, both organizations are partnering to expand access to EX Program by Truth Initiative, which is making quitting more accessible than ever. EX Program is a free, evidence-based quit program developed in collaboration with the Mayo Clinic. It’s flexible and meets you where you are, be it online or via text. Enrollees have access to a personalized quit plan, interactive support, and access to a large online community of people on the same journey.
What makes this program different? Research shows EX Program can increase your odds of quitting by up to 40%. Additionally, it removes financial barriers, considering it’s free and available nationwide. Whether you’re quitting cigarettes, vaping, hookah, or any other form of nicotine, EX Program is built to confidentially support you through every stage of the process.
The tobacco industry spent decades investing in our nicotine addiction, but it’s time we invest in our freedom. If you’re ready to take the first step, text JoinFreedom to 88709 or visit exprogram.com.
