Robin Koval is CEO and President of Truth Initiative®, the national public health organization dedicated to achieving a culture where all young people reject smoking, vaping, and nicotine.
An acclaimed advertising and marketing leader, and New York Times best-selling author, Koval joined Truth Initiative in 2013. She’s led the re-launch of the award-winning truth® youth tobacco prevention campaign and grown the organization’s world-class research, youth activism, and digital cessation programs. Under her leadership, truth has prevented millions of young people from becoming smokers and helped drive the youth smoking rate to a historic low of under 3%. As youth e-cigarette use skyrocketed, Koval led the organization to fight against all forms of youth nicotine addiction and has led the expansion of the truth brand to include resources that empower young people to live nicotine-free lives, including the first-of-its kind quit vaping program This is Quitting, which has enrolled over 500,000. Koval also led Truth Initiative’s efforts to help address the nation’s opioid crisis with the Emmy® Award-winning The Truth About Opioids campaign. Prior to joining Truth Initiative, Koval was co-founder and CEO of the Kaplan Thaler Group, and grew it from a fledgling start-up to a billion-dollar agency.
