Manifesting a Swimmable Birrarung/Yarra River

Regen Melbourne | PR, social, strategy

Swimmable Birrarung

Regen Melbourne is an NGO working across a number of altitudes to help transform Melbourne into one of the world’s leading regenerative cities. Aligning with Kate Raworth’s Doughnut Economics frameworks, the team is working towards a number of ‘Earthshots’ aiming to reimagine our neighbourhoods, democratic systems, local economies and natural environment.

As one of Good&Proper’s long-term partners, we have worked with Regen Melbourne to support their communications, PR and media efforts across a number of workstreams. Most notably, our support of the Swimmable Birrarung Earthshot (the ambitious task of making the Birrarung/Yarra River swimmable again), has resulted in several major media moments.

Our team has helped support Regen Melbourne to achieve coverage across a great number of top-tier outlets, including Sunrise, The Today Show, Channel 9 News, ABC Radio, TimeOut Melbourne and a front-page spread in The Herald Sun.

Reimagining an iconic waterway

38 stories placed
38m reach
2x national TV segments

Results

“Sure, Good&Proper take our ever-evolving ideas and turn them into stories people actually want to read. But they also roll-up their sleeves when we face tactical challenges and big media moments. With Good&Proper by our side, we’re better equipped to tell the stories we need to show a better future is possible. This team are more than just comms partners.”

— Nicole Barling-Luke, Director of Earthshots, Regen Melbourne

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