The initiative debuts at the NAACP National Convention in Chicago, running from July 18–22, 2026. Central to the expansion is the 'Rise Together EXperience,' an immersive mobile exhibit designed to expose how tobacco marketing targets Black, Hispanic, and LGBTQ+ populations. The effort aims to dismantle the cycle of addiction, particularly regarding menthol cigarettes, which are used by over 80% of Black smokers compared to 43% of the broader adult smoking population.
Truth Initiative and NAACP Launch Breath of Freedom Movement
Approximately 45,000 Black Americans die each year from smoking-related illnesses, a crisis driven by decades of aggressive industry targeting. To combat these disparities, the Truth Initiative and the NAACP are expanding their partnership, launching the Breath of Freedom Movement to provide culturally tailored cessation resources to marginalized communities.
By integrating the EX Program—a digital cessation tool developed with the Mayo Clinic—into local community networks, the partnership seeks to reframe quitting as an act of liberation. Dr. Chris T. Pernell, Director of the NAACP Center of Health Equity, emphasized that the collaboration moves beyond simple awareness to provide tangible tools for healing. Alongside community workshops and resource distribution, the project will include an upcoming docuseries featuring Dr. Dartis to explore the systemic factors shaping health outcomes for Black men in America.
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