For the 50th anniversary of the Stonewall Inn riots and in celebration of the ongoing partnership between Brooklyn Brewery and the Stonewall Inn, the new Stonewall Inn IPA is being launched in the UK. As part of their ongoing commitment to supporting LGBTQ communities, Brooklyn Brewery and Bleecker Burger have partnered up with Improper and want to provide a platform to engage with and support the community. At a time of political uncertainty, when hard won rights and freedoms can feel precarious, it is vital to create welcoming environments for robust debate, as well as a space for reflection, camaraderie and friendship.

This campaign focused on (positive) activism - what are people doing in the LGBTQ community to activate. That can be everything from massive, legislation-changing campaigns to small, grassroots actions that make a big difference to people’s daily lives. We want to celebrate those people - particularly the ones quietly going about their business - whilst also creating a call to action, helping our audience understand the part they play in making the world a better, kinder, safer place.

For the 50th anniversary of the Stonewall Inn riots and in celebration of the ongoing partnership between Brooklyn Brewery and the Stonewall Inn, the new Stonewall Inn IPA is being launched in the UK. As part of their ongoing commitment to supporting LGBTQ communities, Brooklyn Brewery and Bleecker Burger have partnered up with Improper and want to provide a platform to engage with and support the community. At a time of political uncertainty, when hard won rights and freedoms can feel precarious, it is vital to create welcoming environments for robust debate, as well as a space for reflection, camaraderie and friendship.

This campaign focused on (positive) activism - what are people doing in the LGBTQ community to activate. That can be everything from massive, legislation-changing campaigns to small, grassroots actions that make a big difference to people’s daily lives. We want to celebrate those people - particularly the ones quietly going about their business - whilst also creating a call to action, helping our audience understand the part they play in making the world a better, kinder, safer place.

For the 50th anniversary of the Stonewall Inn riots and in celebration of the ongoing partnership between Brooklyn Brewery and the Stonewall Inn, the new Stonewall Inn IPA is being launched in the UK. As part of their ongoing commitment to supporting LGBTQ communities, Brooklyn Brewery and Bleecker Burger have partnered up with Improper and want to provide a platform to engage with and support the community. At a time of political uncertainty, when hard won rights and freedoms can feel precarious, it is vital to create welcoming environments for robust debate, as well as a space for reflection, camaraderie and friendship.

This campaign focused on (positive) activism - what are people doing in the LGBTQ community to activate. That can be everything from massive, legislation-changing campaigns to small, grassroots actions that make a big difference to people’s daily lives. We want to celebrate those people - particularly the ones quietly going about their business - whilst also creating a call to action, helping our audience understand the part they play in making the world a better, kinder, safer place.

WE SPECIALISE IN CREATIVE CAMPAIGNS THAT PUT PEOPLE, ACTIVISM AND SOCIAL IMPACT AT THE CORE OF YOUR STORYTELLING.

We understand the challenge of creating meaningful communications: how do you reach internal and external communities without sounding like another diversity tick-box exercise or green-washed initiative. We take an Improper approach. Improper works with bold clients who are prepared to take an honest look in the mirror, who are open to asking “Could we do this better?”

Our clients are prepared to give their people a voice and build authentic communications that activate genuine social and environmental change.

WHAT WE DO

We work with employers, brands and charities to create community-led movements to fight for a better world. From the inside out, we implement strategies that help you tackle inequality and injustice. We do this through:

ADVISORY

We listen to your challenges. We talk to your people. We find the right questions to unlock the insights that will help you to implement systemic change.

CAMPAIGNS

We turn that insight into impactful, attention-grabbing campaigns that tell powerful stories, inspire behaviour change and build movements.

HOW WE DO IT

CONTENT

Create content that forces people to think - including, exhibitions, high-end video and graphics.

STRATEGY

Work with you to make change from within, through bespoke advisory, innovation and learning programmes.

DESIGN

Bold and engaging design, applied across all platforms supports a unique visual identity with a purpose.

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LET'S CHALLENGE THINGS TOGETHER

EVENTS

Curate unique events that change your audience into brand advocates.

BRANDING

Evolve, define or redefine the identity of your brand so you are authentic in a purpose-driven economy.

SOCIAL

Develop content and campaigns that make people stop and click.

CONTACT

HELLO@IMPROPERAGENCY.COM

+44 203 659 3723

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