Mojo Supermarket Named Creative Partner and AOR for Truth Initiative

By Kyle O'Brien 

Indie shop Mojo Supermarket has been named creative partner and agency of record for the Truth Initiative, the national public health organization behind the effective youth smoking, vaping and nicotine prevention campaign. The agency won the business after a comprehensive review.

“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, in a statement. “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 national tobacco prevention Truth campaign is recognized as one the most successful ongoing 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, according to a statement. The Truth brand is focused on achieving the same success in ending the youth e-cigarette epidemic, including by helping young people quit vaping via social media and free text message program.


“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, in a statement. “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.”

Added Mo Said, founder and creative chief of Mojo Supermarket, in a statement: “Meeting the Truth team was like meeting our heroes. Their bold creative completely changed the way culture thinks about tobacco. 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.”

The Truth Initiative also teamed with the Ad Council and the Office of National Drug Control Policy (ONDCP) on a series of national public awareness ads to fight the country’s opioid epidemic in 2018.