Newsletter – May 2026

Some campaigns disappear in the noise. Others create lasting movements, shift perceptions and build communities that continue to grow over time.

In this edition, we explore three ways communication can create deeper and more durable impact: by turning citizens into active participants, bringing personality back into brands, and reclaiming narrative space in an increasingly polarised world.

Ultimately, it all comes down to one strategic question:

How do ideas stay alive long after their launch?

Enjoy the read! ☕

Building a community-driven movement to drive behaviour change at global scale

When the World Mosquito Program (WMP) approached MOJO Agency, the challenge was not to communicate a scientific breakthrough, but to shift behaviours and build trust, support and participation within communities around the world.

WMP is a global non-profit initiative fighting mosquito-borne diseases such as dengue, Zika and chikungunya through an approach based on Wolbachia, a naturally occurring bacterium that prevents mosquitoes from transmitting viruses to humans.

The challenge was deeply human. Communities that had spent decades associating mosquitoes with fear and disease now had to accept them as part of the solution.

To support this behavioural shift, MOJO developed “We Welcome Wolbachia”, a positive and participatory campaign built around a universal gesture of welcome. Designed to adapt easily to local cultures and communication channels, the campaign enabled communities across 15 countries, from Brazil to Vietnam, to make the movement their own through local activations and content.

Today, 16.1 million people are protected through WMP programmes. 

More than 1 million dengue cases have been prevented, and dengue incidence has dropped by up to 92% in several urban areas. A reminder that when communities actively participate in a solution, behaviour change can scale globally.

Discover the whole case study

Meet the new faces of branding

Mascots are making a strong comeback. Not as nostalgic gimmicks, but as genuine strategic branding tools.

After their golden age in the 1980s and 1990s, embodied by icons such as Michelin’s Bibendum or the Duracell bunny, mascots gradually disappeared with the rise of “blanding” and its wave of interchangeable minimalist identities.

Over the past few years, the trend has shifted. Mozilla introduced Kit, a calm and reassuring fox designed to bring warmth to a complex digital environment. Bruxelles-Propreté transformed bin bags into expressive characters to make waste sorting more approachable. Duolingo’s green owl has become an almost personal companion for millions of users. At MOJO Agency, we also supported Solidaris Brabant in creating its penguin mascot, designed to embody solidarity and collective protection.

Today, a mascot is no longer a static character. It becomes a living branding system: a recognisable figure that embodies values, creates consistency across touchpoints and builds long-term emotional connection.

In a landscape where many identities increasingly look alike, mascots bring back something essential: character, closeness and memorability.

Is it time to put a face on your brand?

Read more

It is time for the growing forest to make more noise than the falling trees

In a context shaped by green backlash, democratic backsliding and rising exclusion, many purpose-driven organisations are questioning how to communicate. Should they soften their message? Compromise on their values? Adapt to dominant narratives?

In his Carte Blanche, MOJO Agency’s Strategy Director Hervé Paques argues the opposite. The data remains clear: a large majority of citizens still supports environmental, social and democratic causes. The issue is not public opinion. It is visibility, volume and narrative power.

What we are witnessing today is a system reaching its limits. Like a falling tree, it makes a lot of noise. But meanwhile, the forest has been growing quietly for years. While progressive actors focused on mobilisation, others invested in influence machines capable of occupying attention, shaping narratives and dominating the conversation.

This Carte Blanche is a call to reclaim space, confidence and visibility.

Read it. React to it. Share it. And if it resonates, make some noise.

Read the full article

What if your communication helped transform your sector in a lasting way?

At MOJO, we build long-term, transparent partnerships to deepen understanding, continuously refine strategy and focus on meaningful outcomes.

Revisiting your positioning? 

Preparing a campaign that truly makes a difference?

Looking for a team that understands your challenges and shares your ambitions?

Let’s talk. hello@mojo-agency.org | LinkedIn

The MOJO Agency team