We believe in the radical power of storytelling to create positive change.

We specialise in comms, content and creative solutions that help move audiences towards action, for people and planet.

Certified B Corp.

Good&Proper is a certified B Corp, which means our organisation meets the highest standards of social and environmental impact. Importantly, B Corp gives us a peer-tested framework to continue scaling our positive impact, year after year.

Our partners

Our services

  • ● PR strategy and execution
    ● Communications strategy
    ● Brand narrative and sensemaking
    ● Impact reports
    ● Tone of voice documents
    ● Speechwriting
    ● Internal comms
    ● Tender and grant writing
    ● Ghostwriting
    ● Website copy

  • ● Social strategy and execution
    ● Content strategy and execution
    ● Audience management
    ● Custom publishing
    ● Newsletter production and management
    ● Reporting and analytics

  • ● Copywriting
    ● Art direction
    ● Design
    ● Campaigns/product launches

  • ● Photography
    ● Videography
    ● Scriptwriting

Our work

A world-bettering publication

Work: Adventure.com
Client: Intrepid
Services: End-to-end publishing.

  • Brief: After a COVID-19 hiatus, Intrepid approached Good&Proper to re-launch Adventure.com into the post-pandemic era of travel.

    Response: We re-imagined Adventure.com as the best travel publication for the world, powered by Intrepid. With a new team, updated design and bold editorial mission statement focusing on sustainability, we helped re-launch Adventure.com to US, AU and UK regions as the home for the conscious traveller.

    Results: Year on year, we increased page views by 128%, social reach by 242% and new users by 53%. Adventure.com is now read by over 1.2 million travellers a year.

A world-first climate course

Work: WorkforClimate Academy
Client: WorkforClimate
Services: Copywriting, scriptwriting.

  • Brief: WorkforClimate approached Good&Proper to help research and write scripts for their world-first digital climate education course for employees.

    Response: Over the course of three months, Good&Proper researched and wrote over 18,000 words of climate education material in close concert with WorkforClimate facilitators and experts. The content was rich in information while remaining accessible, entertaining and easy to digest.

A world-changing docuseries

Work: How to Change the World
Client: Bank Australia
Services: End-to-end creative and production.

  • Brief: Bank Australia approached Good&Proper to help create a series of short documentaries. The documentaries needed to be social-first in their execution, they had to feature real Bank Australia customers, and they had to act as a counterpoint to the dominant media narratives of doom and gloom.

    Response: Good&Proper proposed ‘How to Change the World (in 60 seconds)’, a hopeful series of eight 60-second documentaries designed to be posted to and watched directly on Bank Australia’s social media channels. By landing big ideas in a such a short space of time, the plan was to hijack doomscrolling with stories of solutions, hope and action.

“We are so happy we chose to partner with Good&Proper. They’re hugely talented, lovely to work with, and act more like an extension of our marketing team than just a supplier.”

— Nicole Hunter, Head of Marketing, Bank Australia

  • Good&Proper certified B Corp, which means our organisation meets the highest standards of social and environmental impact. Importantly, B Corp gives us a peer-tested framework to continue scaling our positive impact, year after year.

  • We only partner with organisations and individuals that are working on fixing the future. That means B Corps, NGOs, non-profits or otherwise climate- or community-aligned enterprises. No exceptions, no bullshit. Our B Corp application is currently under review, and we hope to achieve certification at some point in early 2024.

  • We have been built to give since the day we were founded in 2020. We’re committed to giving 5% of our total revenue (in cash and in-kind donations) to a selection of 12 Indigenous, social and environmental movements, causes and organisations. We view this contribution as the cost of doing business on a finite planet.

  • We have measured our estimated emissions via the SME Climate Hub Business Carbon Calculator. Those emissions during FY ‘21-22 were 0 tonnes of Scope 1 emissions, 0 tonnes of Scope 2 emissions and 9.65 tonnes of Scope 3 emissions. Those emissions were made up of 22% from purchased goods and services, 15.6% from capital goods and 62.4% from business travel. We are aiming to continually lower our carbon emissions (and extended footprint) through the businesses we choose to work with and the suppliers and services we use to run our business.

Our impact