[4][5] Denning stated that while Carbon Media was founded as a for-profit business to ensure ongoing viability, it was established with "a philosophy of social entrepreneurship", and the intent of giving back to the First Nations community of Australia.
[1] In 2013, Carbon Media was one of four companies that received a portion of US$2.2million in funding as part of Screen Australia's 2013 Enterprise program that supports Australian content producers.
[11] The agency partnered with healthcare company Headspace in 2021 to create a campaign promoting mental health awareness in efforts to reduce youth suicide rates within Aboriginal and Torres Strait Islander communities.
[14][15] In 2021, it was subsequently engaged by the Australian Government Department of Health to produce a campaign encouraging Aboriginal and Torres Strait Islanders to get vaccinated against the COVID-19 virus.
[18] The campaign sought to inspire and remind First Nations Australians to get vaccinated, and featured Indigenous celebrities including rapper Baker Boy, William Barton, chef Nornie Bero, model Samantha Harris, artist Tori-Jay Mordey and Paralympian Amanda Reid.