Truth Initiative Launches Partnership at Celebration Bowl to Highlight Tobacco's Toll on Black Communities
The Truth Initiative, recognized as the largest nonprofit organization focused on public health in the United States, is proud to announce its partnership with the 2025 Celebration Bowl, an event celebrating the prowess of Historically Black Colleges and Universities (HBCUs) in football. Scheduled to take place in Atlanta, Georgia, on December 13, this collaboration aims to shed light on the disproportionate effects of tobacco use within Black communities while connecting fans with necessary cessation support. As part of this initiative, the Truth Initiative’s EX Program, a free digital platform offering tailored quit plans and a supportive online community, will be central to the event.
This strategic partnership builds upon the Truth Initiative’s ongoing dedication to fostering health equity and expanding access to cessation resources. For many years, the tobacco industry has targeted Black communities through manipulative marketing strategies that often co-opt cultural themes to promote tobacco products. This manipulation has resulted in higher smoking rates and adverse health outcomes among Black Americans, with approximately 11.7% of Black adults reported as smoker in 2021. Alarmingly, menthol cigarettes are used by over 80% of Black smokers, making it increasingly difficult for individuals to quit.
At the Celebration Bowl, Truth Initiative representatives, alongside community partners, will promote health as an integral aspect of liberation through an array of activities rooted in culture and football. Engagements will include significant promotions of the EX Program via in-stadium activations, digital advertisements, the event’s social media presence, and during the Battle of the Bands segment. The EX Program is built on proven methodologies in tobacco cessation and aims to equip participants with personalized quitting strategies, interactive text message support, and an engaging online community.
As stated by Kendric Dartis, Vice President of Outreach and Engagement at the Truth Initiative, the forgiveness of tobacco's historic exploitation must be met with collective action. “This partnership underscores our commitment to recognizing the extensive impact that tobacco has had on Black health and ensuring that our communities are equipped with reliable support,” he remarked.
The collaboration at the Celebration Bowl is deliberate in its approach to align with the Breath of Freedom coalition—an assembly of Black health equity organizations advocating for health as a form of empowerment. Through shared resources, education, and peer support, the coalition is combating the lingering effects of predatory marketing strategies that disproportionately affect Black communities.
In Georgia, statistics indicate that roughly over 12% of adults smoke cigarettes, coupled with nearly 8% engaging with e-cigarettes. To amplify their impact at the Celebration Bowl, the Truth Initiative is working alongside a variety of partners that prioritize advancing health for Black individuals, making quitting support easier to access, and inspiring the next generation.
Among the notable partnerships is with BLKHLTH, a nonprofit that prioritizes health equity for Black communities in Atlanta. Through this engagement, tickets will be presented to community members, reinforcing the mission of the Breath of Freedom coalition to elevate awareness of resources available to combat nicotine addiction. Recognizing the necessity of collective efforts, Khadijah Ameen, Co-Founder and Director of Policy Research at BLKHLTH, emphasized the importance of authentic communication from trusted figures within the community to address the nicotine epidemic effectively.
Additionally, a collaboration with EVERFI will allow students in Metro Atlanta to receive incentives for completing the Vaping Know the truth curriculum—an educational tool that enhances understanding of the dangers associated with e-cigarette usage. This program, available free of charge, has already reached over 9,000 students in Georgia. Instructors praised its effectiveness in promoting healthier choices among students, estimating that those engaged with the curriculum are making more informed decisions.
The Truth Initiative has also teamed up with Big Brothers Big Sisters of Metro Atlanta, providing opportunities for youth to attend both the Battle of the Bands and the Celebration Bowl, strengthening community bonds through shared experiences. When discussing this collaboration, Kwame Johnson Sr., President and CEO of Big Brothers Big Sisters of Metro Atlanta, remarked on the profound impact of engaging the younger generation in such pivotal cultural events.
Furthermore, a partnership with HBCU Alum—an influential platform dedicated to celebrating the Black college experience—will capture vibrant moments centered on HBCU pride and health messaging during the Celebration Bowl weekend. This digital engagement aims to raise pertinent discussions surrounding healthy lifestyles within the context of Black culture and community.
The Celebration Bowl epitomizes a celebration of Black culture and a proactive step towards reclaiming Black health. Individuals who wish to embark on their quitting journey can access the EX Program for free by visiting EXProgram.com or by sending a text with the word KICKNIC to 88709 for confidential and evidence-based support.
This strategic partnership builds upon the Truth Initiative’s ongoing dedication to fostering health equity and expanding access to cessation resources. For many years, the tobacco industry has targeted Black communities through manipulative marketing strategies that often co-opt cultural themes to promote tobacco products. This manipulation has resulted in higher smoking rates and adverse health outcomes among Black Americans, with approximately 11.7% of Black adults reported as smoker in 2021. Alarmingly, menthol cigarettes are used by over 80% of Black smokers, making it increasingly difficult for individuals to quit.
At the Celebration Bowl, Truth Initiative representatives, alongside community partners, will promote health as an integral aspect of liberation through an array of activities rooted in culture and football. Engagements will include significant promotions of the EX Program via in-stadium activations, digital advertisements, the event’s social media presence, and during the Battle of the Bands segment. The EX Program is built on proven methodologies in tobacco cessation and aims to equip participants with personalized quitting strategies, interactive text message support, and an engaging online community.
As stated by Kendric Dartis, Vice President of Outreach and Engagement at the Truth Initiative, the forgiveness of tobacco's historic exploitation must be met with collective action. “This partnership underscores our commitment to recognizing the extensive impact that tobacco has had on Black health and ensuring that our communities are equipped with reliable support,” he remarked.
The collaboration at the Celebration Bowl is deliberate in its approach to align with the Breath of Freedom coalition—an assembly of Black health equity organizations advocating for health as a form of empowerment. Through shared resources, education, and peer support, the coalition is combating the lingering effects of predatory marketing strategies that disproportionately affect Black communities.
In Georgia, statistics indicate that roughly over 12% of adults smoke cigarettes, coupled with nearly 8% engaging with e-cigarettes. To amplify their impact at the Celebration Bowl, the Truth Initiative is working alongside a variety of partners that prioritize advancing health for Black individuals, making quitting support easier to access, and inspiring the next generation.
Among the notable partnerships is with BLKHLTH, a nonprofit that prioritizes health equity for Black communities in Atlanta. Through this engagement, tickets will be presented to community members, reinforcing the mission of the Breath of Freedom coalition to elevate awareness of resources available to combat nicotine addiction. Recognizing the necessity of collective efforts, Khadijah Ameen, Co-Founder and Director of Policy Research at BLKHLTH, emphasized the importance of authentic communication from trusted figures within the community to address the nicotine epidemic effectively.
Additionally, a collaboration with EVERFI will allow students in Metro Atlanta to receive incentives for completing the Vaping Know the truth curriculum—an educational tool that enhances understanding of the dangers associated with e-cigarette usage. This program, available free of charge, has already reached over 9,000 students in Georgia. Instructors praised its effectiveness in promoting healthier choices among students, estimating that those engaged with the curriculum are making more informed decisions.
The Truth Initiative has also teamed up with Big Brothers Big Sisters of Metro Atlanta, providing opportunities for youth to attend both the Battle of the Bands and the Celebration Bowl, strengthening community bonds through shared experiences. When discussing this collaboration, Kwame Johnson Sr., President and CEO of Big Brothers Big Sisters of Metro Atlanta, remarked on the profound impact of engaging the younger generation in such pivotal cultural events.
Furthermore, a partnership with HBCU Alum—an influential platform dedicated to celebrating the Black college experience—will capture vibrant moments centered on HBCU pride and health messaging during the Celebration Bowl weekend. This digital engagement aims to raise pertinent discussions surrounding healthy lifestyles within the context of Black culture and community.
The Celebration Bowl epitomizes a celebration of Black culture and a proactive step towards reclaiming Black health. Individuals who wish to embark on their quitting journey can access the EX Program for free by visiting EXProgram.com or by sending a text with the word KICKNIC to 88709 for confidential and evidence-based support.
Topics Health）
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