we make ripples,
so you can make change.
We build social change brands for impact.
At TRU2U, we work with visionaries who are
making a better world. We call these TRUbrands.
See some of our work below:
Food & Organics
We worked with award-winning kids magazine ChopChop, Odwalla, Honest Tea, Annie’s Homegrown, Stonyfield Farm, the Chefs Collaborative and Whole Foods Market.
Eco-tourism & Wellness
Led communications, story-telling and brand growth for the Lindblad Expeditions/National Geographic partnership and for the wellness destination spa, Miraval
Education & Study Abroad
Worked with CIEE, the Experiment in International Living, EL Education, and Lindblad Expeditions on narrative, initiatives, partners and overseas programs.
Child Labor & Human Trafficking
Created campaigns for Skoll award-winning organizations, Goodweave and Verite, bringing to life stories of trafficked workers in global supply chains and child laborers.
Corporate Social Responsibility
Positioned leading sustainable brands, Stonyfield Farm, Odwalla, Honest Tea, Annie’s and The Body Shop with organic, social impact and CSR narratives.
Climate Change
Worked with leading scientists to bring climate change awareness to consumers through leading campaigns with Stonyfield Farm, Lindblad Expeditions/National Geographic.
Global Social Enterprise
Developed COVID pivot site and worked with award-winning social enterprise, VisionSpring, on all communications, brand and created a TRUBrand Roadmap.
Mindfulness & Compassion
Worked with leaders in neuroscience, mindful awareness and compassion on a global curriculum, narratives and branding for His Holiness the Dalai Lama and the Mind and Life Institute
Oceans & Marine Conservation
Created brand campaigns, strategic partnerships and initiatives to raise awareness, funds and build brands connected to sustainable seafood and marine conservation with Lindblad Expeditions, National Geographic, and the Marine Stewardship Council.
WE INVITE YOU TO RE-IMAGINE WHAT’S TRU2U, YOUR CHALLENGES, SOLUTIONS AND STORIES. WE CAN HELP.
WE BELIEVE IN THE POWER OF TRUTH AND THE TOOL OF THE STORY TO INFORM, INSPIRE AND IGNITE ACTION TOWARDS A BETTER TODAY AND TOMORROW.
MJ Viederman: Brand builder, story-teller, change-maker.
For more than 25 years, I have worked at the intersection of some of biggest social change issues today – climate change, food security, sustainability, responsible tourism and corporate social responsibility, women and girls, education, and poverty – to create campaigns that elevate brands, create real solutions, and inspire individuals to take action.
I am an optimist in spirit, a realist from experience, and a worker bee when it comes to changing the status quo.
My perspective comes through the lens of what it means to be both inside the communications team and outside, as an agency or consultant.
Twice I founded and ran my own firms—Living Out Loud Communications and TRU2U Communications—and twice I worked inside progressive, fast growing companies as VP of Communications, one in sustainable food and the other in eco-tourism.
“I get satisfaction, passion and energy from helping to educate, inform and inspire organizations doing good.”
“MJ is truly a visionary and a pleasure to work with and for. We worked together back when the world was just complicated, and her vision of the future was always inspiring. There is no secret that the world has become complex and in massive flux, everything she discussed and planned for is now the norm. From purpose-driven marketing to understanding the nuances of the emerging conscious consumers, MJ’s work has not only accompanied this evolution, but she has also been leading it. If an organization is ready to evolve and be able to be relevant in a world where true purpose must be at the core of every decision, MJ’s counseling will prove to be a treasure. ”
“I loved working with Mary Jo. She is full of ideas, creative, and very pragmatic at the same time. Heads in the stars and feet on the ground.”
“MJ worked with us to create a branding campaign, including a super creative, graphically stunning Public Service Advertisement series. It was a dynamic, collaborative process and the campaign served our mission to end child labor for years to come.”
“Mary Jo Viederman and her team at TRU2U have been a critical partner to Building Talent Foundation, as we prepared for our launch in October of 2020. They were able to quickly understand our purpose and programs, then masterfully create our branding and initial marketing/communications/PR strategy, thus preparing us for success.”
“Mary Jo Viederman is a seasoned and highly strategic communications professional. She has done wonders in revamping VisionSpring’s communication strategy, messaging, and materials. To compliment her keen expertise she is easygoing and fun. I recommend her highly and with no reservations!”
Work
At TRU2U, we have worked with many progressive brand pioneers and leaders. We learned from some of the best. This experience has helped us to imagine, distill, mine, and refine the best brand stories that get to a core of truth and vision for good.
Today, we collaborate with crazy-talented people who design, shoot, edit, craft and pitch stories for your brand, and our focus is always on the simple question: why does it matter?
What’s TRU?
We created our own brand discovery process that big agencies carry out, without the hefty tag in price and time. Our interactive workshop and your TRUbrand roadmap (which we can do virtually!) can keep your brand current, resilient and impactful.
What big issues are you trying to solve?
How are you integrating the impacts of the last 6 months in your story-telling to customers, donors, partners, staff or others?
Yup, that’s what we thought.
We want your work to be noticed, respected, gorgeous, moving, impactful and something for which you are proud.
Approach
Our work is guided by simple truths about your purpose, your audience, and your offering. We work side by side with key stakeholders that matter to your work - staff, board, donors, friends, partners or colleagues - in a spirit of open creativity and collaboration that reveals the essence of your TRU brand. Once you have your roadmap for where you want to go, we can point you in the right direction and even help take you there.
