This is Quitting
Also: DropTheVape (New York) · EX Program text messaging
Truth Initiative's free, automated text-message program to help teens and young adults quit vaping, launched in January 2019 and promoted through truth ads, social media and state partners (New York runs it as DropTheVape; Texas, North Carolina and others point to it). It is now part of Truth Initiative's EX Program with Mayo Clinic.
- Years
- 2019–now
- Country
- United States
- Topic
- TobaccoVaping
- Asks people to
- Seek helpStop
- Strategy
- Cessation service linkSelf efficacy
- Channel
- SMSSocial (paid)Website
- Audience
- Young adultsYouth
Evidence
ExperimentalPositive
Randomized trial of 2,588 US e-cigarette users aged 18-24 (2019-2020): 30-day abstinence at 7 months was 24.1% with This is Quitting vs 18.6% with assessment only (OR 1.39; Graham 2021). A second trial in 1,503 users aged 13-17 (2021-2023) also favored the program (Graham 2024; the sponsor reports participants were 35% more likely to be abstinent at 7 months). Both trials were run by Truth Initiative staff and registered on ClinicalTrials.gov.
Sponsor (who paid)
- Truth Initiative Settlement funded, funder and creator
- New York State Department of Health State local government, state partner (DropTheVape)
Credits (who made it)
Not recorded yet.
Related campaigns
- truth anti-vaping campaign 2018–now
Sources
- Truth Initiative: EX Program (formerly This is Quitting page) sponsor
- Graham AL et al. Effectiveness of a Vaping Cessation Text Message Program Among Young Adult e-Cigarette Users: A Randomized Clinical Trial. JAMA Intern Med 2021;181(7) evaluation · 2021 · DOI 10.1001/jamainternmed.2021.1793 · PMID 33999133
- Graham AL et al. A Vaping Cessation Text Message Program for Adolescent E-Cigarette Users: A Randomized Clinical Trial. JAMA 2024 evaluation · 2024 · DOI 10.1001/jama.2024.11057 · PMID 39110436
- New York State Department of Health: E-Cigarettes and Vapor Products (DropTheVape) sponsor
Research notes
Drafted by Claude on 2026-10-28 for #130 from the sources listed; unreviewed (summary and cardSummary included). A cessation service rather than an ad campaign; recorded because it is the call to action of many vaping campaigns (truth, Texas Vapes Down, NY, NC) and has strong evidence. The January 2019 launch date comes from Truth Initiative's 2019 materials as quoted in search results, not a page opened here; the trial enrolment (December 2019) confirms it was running by 2019. The truthinitiative.org/thisisquitting URL now shows the EX Program page. Trial registrations: NCT04251273 (young adults). Check the numbers: 24.1% vs 18.6%, OR 1.39, 1,503 teens, '35% more likely'.
Record cases/truth-this-is-quitting.json, updated 2026-10-28· Link to this campaign