Mojo Supermarket Named Creative Partner and Agency of Record for Truth Initiative

Truth Initiative, the national public health organisation behind the proven-effective truth youth smoking, vaping and nicotine prevention campaign, has named Mojo Supermarket as its new creative partner and agency of record following a comprehensive review involving some of the nation’s top advertising talent.

The agency was selected through a competitive pitch managed by Pile and Company, the Boston-based leading management consulting search firm.

"What really stood out about Mojo Supermarket was their disruptive creativity, passion for our mission and collaborative spirit," said Robin Koval, CEO and President of Truth Initiative. "We’re confident Mojo Supermarket will help the truth brand continue to deliver transformative, social norm-shifting ideas to fight the forces and impact of nicotine addiction by engaging young people in new ways to make informed decisions about tobacco and e-cigarette use."

Truth Initiative’s hard-hitting national tobacco prevention truth campaign is recognized as one the most successful on-going social marketing efforts in public health for driving down youth smoking rates from 23% in 2000 to historic lows today of 4.2% and directly preventing millions of young people from becoming smokers. The truth brand is focused on achieving the same success in ending the pervasive youth e-cigarette epidemic, including by helping young people quit vaping via social media and with its first-of-its-kind, free text message program for teens and young adults This is Quitting that has over 300,000 young people enrolled.

“The vaping epidemic is a serious threat to young people everywhere and it’s a challenge that requires game-changing solutions," said Eric Asche, chief marketing and strategy officer of Truth Initiative. “Mojo Supermarket has experience creating ideas around cultural issues and are passionate about making a positive impact on the lives of young people. They have an excellent, proven track record working with some of the biggest brands in youth culture today stirring conversations around topics that are not yet on the radar. We are excited to have them as part of our team to continue our work to end youth vaping.”

“Meeting the truth team was like meeting our heroes. Their bold creative completely changed the way culture thinks about tobacco.” said Mo Said, founder and Creative Chief of Mojo Supermarket. “We’re really excited to continue that work and change the culture around vaping too. It’s the kind of work you get in this business to do”

Mojo Supermarket has built a client roster of meaningful brands, creating work that changes culture by inspiring audiences to engage and share.