In this episode of Let’s Get Changed, we have the pleasure of speaking with Caroline Duell, CEO and founder of All Good, a skincare company based in Morro Bay, California. We speak with Caroline about the history of the company, her resistance to starting a business in the first place, views on the B Corp and 1% for the Planet movements, and even a light touch on regenerative business design. Importantly, though, we chat with Caroline about All Good’s successful 2018 Reef Friendly campaign, when the company put itself at the forefront of a global movement to protect coral reefs from the disastrous effects of chemical sunscreens. We discuss the motivations and inspirations behind the campaign as well as the strategies used to execute it. From partnerships to policy to pledge drives, we hope you walk away with some ideas about how you too might structure your own values-aligned, movement-driven campaign. Got reef? Let’s dive in.