{"id":10887,"date":"2026-10-13T12:08:59","date_gmt":"2026-10-13T10:08:59","guid":{"rendered":"https:\/\/mojo-agency.org\/?post_type=stories&#038;p=10887"},"modified":"2026-10-13T12:09:08","modified_gmt":"2026-10-13T10:09:08","slug":"newsletter-mai-2026","status":"publish","type":"stories","link":"https:\/\/mojo-agency.org\/fr\/stories\/newsletter-mai-2026\/","title":{"rendered":"Newsletter &#8211; Mai 2026"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Certaines campagnes se perdent dans le bruit ambiant. D\u2019autres cr\u00e9ent des mouvements durables, font \u00e9voluer les perceptions et&nbsp;<strong>rassemblent des communaut\u00e9s qui continuent de grandir au fil du temps.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans cette \u00e9dition, nous explorons trois fa\u00e7ons dont la communication peut&nbsp;<strong>g\u00e9n\u00e9rer un impact profond et durable :<\/strong>&nbsp;en transformant les citoyens en acteurs du changement, en redonnant de la personnalit\u00e9 aux marques, et en reconqu\u00e9rant l\u2019espace narratif dans un monde toujours plus polaris\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une m\u00eame question traverse cette \u00e9dition :&nbsp;<strong>comment faire vivre les id\u00e9es bien au-del\u00e0 de leur lancement ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bonne lecture ! \u2615<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" controls poster=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/HDM_7417__1__png.png\" src=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/07\/INT-CASE-WMP_FINAL.mp4\"><\/video><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Cr\u00e9er un changement durable port\u00e9 par les communaut\u00e9s<\/strong><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque le World Mosquito Program (WMP) a fait appel \u00e0 MOJO Agency, l\u2019enjeu n\u2019\u00e9tait pas simplement de communiquer sur une avanc\u00e9e scientifique, mais de faire \u00e9voluer les comportements et de&nbsp;<strong>cr\u00e9er de la confiance, de l\u2019adh\u00e9sion et de la participation<\/strong>&nbsp;au sein des communaut\u00e9s \u00e0 travers le monde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le WMP est une organisation internationale \u00e0 but non lucratif qui lutte contre des maladies transmises par les moustiques comme la dengue, le Zika ou le chikungunya, gr\u00e2ce \u00e0 une approche bas\u00e9e sur la Wolbachia, une bact\u00e9rie naturelle emp\u00eachant les moustiques de transmettre ces virus \u00e0 l\u2019\u00eatre humain.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Le d\u00e9fi \u00e9tait avant tout humain.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comment amener des populations qui associent les moustiques \u00e0 la peur et au danger depuis des d\u00e9cennies \u00e0 les consid\u00e9rer comme faisant partie de la solution ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour accompagner ce changement de perception, MOJO a imagin\u00e9 \u201cWe Welcome Wolbachia\u201d,&nbsp;<strong>une campagne positive et participative construite autour d\u2019un geste universel de bienvenue.&nbsp;<\/strong>Pens\u00e9e pour s\u2019adapter facilement aux cultures locales et aux diff\u00e9rents canaux de communication, la campagne a permis \u00e0 des communaut\u00e9s r\u00e9parties dans 15 pays, du Br\u00e9sil au Vietnam, de s\u2019approprier le mouvement \u00e0 travers des activations et contenus locaux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aujourd\u2019hui,&nbsp;<strong>16,1 millions de personnes sont prot\u00e9g\u00e9es<\/strong>&nbsp;gr\u00e2ce aux programmes du WMP. &nbsp;Plus d\u2019<strong>1 million de cas de dengue ont \u00e9t\u00e9 \u00e9vit\u00e9s<\/strong>, avec des&nbsp;<strong>baisses pouvant atteindre 92 %<\/strong>&nbsp;dans certaines zones urbaines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une d\u00e9monstration de la puissance des approches participatives pour faire&nbsp;<strong>\u00e9voluer les comportements \u00e0 grande \u00e9chelle.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mojo-agency.org\/fr\/case\/world-mosquito-program\/\">D\u00e9couvrir l&rsquo;\u00e9tude de cas compl\u00e8te<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"604\" src=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-1024x604.jpg\" alt=\"\" class=\"wp-image-10878\" srcset=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-1024x604.jpg 1024w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-300x177.jpg 300w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-768x453.jpg 768w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-119x70.jpg 119w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-237x140.jpg 237w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-625x369.jpg 625w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-898x530.jpg 898w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg-750x443.jpg 750w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_58_07_100Z_jpeg.jpg 1169w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><strong>\u00c0 la rencontre des nouveaux visages du branding&nbsp;<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les mascottes font un retour remarqu\u00e9. Non plus comme de simples gimmicks nostalgiques, mais comme de&nbsp;<strong>v\u00e9ritables outils strat\u00e9giques de branding.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s leur \u00e2ge d\u2019or dans les ann\u00e9es 1980 et 1990, incarn\u00e9 par des figures iconiques comme Bibendum de Michelin ou le lapin Duracell, elles avaient progressivement disparu avec la mont\u00e9e du \u201cblanding\u201d et de ses identit\u00e9s minimalistes interchangeables.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis quelques ann\u00e9es, la tendance s\u2019inverse. Mozilla a lanc\u00e9 Kit, un renard rassurant pens\u00e9 pour humaniser un environnement num\u00e9rique complexe. Bruxelles-Propret\u00e9 a transform\u00e9 des sacs-poubelle en personnages expressifs pour rendre le tri plus accessible. La chouette verte de Duolingo est devenue un v\u00e9ritable compagnon du quotidien pour des millions d\u2019utilisateurs. Chez MOJO Agency, nous avons \u00e9galement accompagn\u00e9 Solidaris Brabant dans la cr\u00e9ation d\u2019un&nbsp;<strong>pingouin incarnant la solidarit\u00e9 et la protection collective.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aujourd\u2019hui, une mascotte n\u2019est plus un personnage fig\u00e9. Elle devient un v\u00e9ritable syst\u00e8me de marque vivant : une figure reconnaissable qui&nbsp;<strong>porte des valeurs, cr\u00e9e de la coh\u00e9rence<\/strong>&nbsp;entre les points de contact et construit une connexion \u00e9motionnelle durable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans un paysage o\u00f9 de nombreuses identit\u00e9s finissent par se ressembler, les mascottes r\u00e9introduisent quelque chose d\u2019essentiel :&nbsp;<strong>du caract\u00e8re, de la proximit\u00e9 et de la m\u00e9morisation.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et si le moment \u00e9tait venu de&nbsp;<strong>redonner un visage \u00e0 votre marque ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/mojo-agency.org\/fr\/stories\/les-mascottes-sont-de-retour-les-nouveaux-visages-du-branding\/\">En savoir plus<\/a><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"562\" src=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg.jpg\" alt=\"\" class=\"wp-image-10880\" srcset=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg.jpg 1000w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-300x169.jpg 300w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-768x432.jpg 768w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-625x351.jpg 625w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-125x70.jpg 125w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-249x140.jpg 249w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-943x530.jpg 943w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T11_59_15_962Z_jpeg-750x422.jpg 750w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><strong>Il est temps que la for\u00eat qui pousse fasse plus de bruit que les arbres qui tombent<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dans un contexte marqu\u00e9 par le green backlash, le recul d\u00e9mocratique et la mont\u00e9e des exclusions, de nombreuses organisations engag\u00e9es s\u2019interrogent sur leur mani\u00e8re de communiquer.&nbsp;<strong>Faut-il adoucir son discours ? Faire des compromis sur ses valeurs ? S\u2019adapter aux r\u00e9cits dominants ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans cette Carte Blanche, Herv\u00e9 Paques, Strategy Director chez MOJO Agency, d\u00e9fend une position inverse. Les donn\u00e9es restent claires : une large majorit\u00e9 de citoyens soutient encore les causes environnementales, sociales et d\u00e9mocratiques. Le probl\u00e8me n\u2019est pas l\u2019opinion publique.&nbsp;<strong>Le probl\u00e8me est celui de la visibilit\u00e9, du volume et du pouvoir narratif.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce \u00e0 quoi nous assistons aujourd\u2019hui, c\u2019est un syst\u00e8me qui atteint ses limites. Comme un arbre qui tombe, il fait beaucoup de bruit. Mais pendant ce temps, la for\u00eat continue de pousser silencieusement. L\u00e0 o\u00f9 les acteurs progressistes se sont concentr\u00e9s sur la mobilisation, d\u2019autres ont investi dans des machines d\u2019influence capables de&nbsp;<strong>capter l\u2019attention, fa\u00e7onner les r\u00e9cits et dominer l\u2019espace m\u00e9diatique.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette Carte Blanche est un appel \u00e0 reprendre de l\u2019espace, de la confiance et de la visibilit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lisez-la. R\u00e9agissez. Partagez-la.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Et si elle r\u00e9sonne en vous, faites du bruit<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mojo-agency.org\/fr\/stories\/foret-qui-pousse-doit-faire-plus-de-bruit\/\">Lire l&rsquo;article complet<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"467\" src=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg.jpg\" alt=\"\" class=\"wp-image-10882\" srcset=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg.jpg 842w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg-300x166.jpg 300w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg-768x426.jpg 768w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg-126x70.jpg 126w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg-252x140.jpg 252w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg-625x347.jpg 625w, https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Photo_Edit_2026-05-18T15_15_49_024Z_jpeg-750x416.jpg 750w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><strong>Et si votre communication contribuait \u00e0 transformer durablement votre secteur ?<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aujourd\u2019hui, communiquer ne consiste plus simplement \u00e0 \u00eatre visible. Il s\u2019agit de cr\u00e9er des mouvements dans lesquels les gens se reconnaissent, des r\u00e9cits qu\u2019ils choisissent de faire vivre, et des marques capables de laisser une empreinte durable.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus d\u2019insights, de case studies et de perspectives sur&nbsp;<a href=\"http:\/\/mojo-agency.org\/fr\/\" target=\"_blank\" rel=\"noopener\">mojo-agency.org<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Parlons-en !&nbsp;<\/strong>&nbsp;<a href=\"mailto:hello@mojo-agency.org\">hello@mojo-agency.org<\/a>&nbsp;|&nbsp;<a href=\"https:\/\/www.linkedin.com\/company\/mojo-agency\/posts\/?feedView=all\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The MOJO Agency team<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Certaines campagnes se perdent dans le bruit ambiant. D\u2019autres cr\u00e9ent des mouvements durables, font \u00e9voluer les perceptions et&nbsp;rassemblent des communaut\u00e9s qui continuent de grandir au fil du temps. Dans cette \u00e9dition, nous explorons trois fa\u00e7ons dont la communication peut&nbsp;g\u00e9n\u00e9rer un impact profond et durable :&nbsp;en transformant les citoyens en acteurs du changement, en redonnant de [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":10963,"template":"","storyCategory":[1440],"class_list":["post-10887","stories","type-stories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<title>communication et changement durable<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez le r\u00f4le des communaut\u00e9s, du branding et des r\u00e9cits dans la cr\u00e9ation d\u2019un impact qui dure.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mojo-agency.org\/fr\/stories\/newsletter-mai-2026\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"communication et changement durable\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez le r\u00f4le des communaut\u00e9s, du branding et des r\u00e9cits dans la cr\u00e9ation d\u2019un impact qui dure.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mojo-agency.org\/fr\/stories\/newsletter-mai-2026\/\" \/>\n<meta property=\"og:site_name\" content=\"MOJO Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/AgencyMojo\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-13T10:09:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mojo-agency.org\/wp-content\/uploads\/2026\/10\/Cover-Newsletter-Web-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@mojoagency_\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/\",\"url\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/\",\"name\":\"communication et changement durable\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mojo-agency.org\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Cover-Newsletter-Web-1.png\",\"datePublished\":\"2026-10-13T10:08:59+00:00\",\"dateModified\":\"2026-10-13T10:09:08+00:00\",\"description\":\"D\u00e9couvrez le r\u00f4le des communaut\u00e9s, du branding et des r\u00e9cits dans la cr\u00e9ation d\u2019un impact qui dure.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mojo-agency.org\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Cover-Newsletter-Web-1.png\",\"contentUrl\":\"https:\\\/\\\/mojo-agency.org\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Cover-Newsletter-Web-1.png\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/newsletter-mai-2026\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Stories\",\"item\":\"https:\\\/\\\/mojo-agency.org\\\/fr\\\/stories\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Newsletter &#8211; 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