Green Fox Studio (GFS) is a Queensland-based social enterprise which aims to create opportunities for disadvantaged individuals, particularly those who have spent time behind bars, to rebuild their lives by offering digital literacy training and secure employment opportunities. This week, we get to learn more about its advocacy and programs by talking to Amanda Shepherd and Kelly Willmott, GFS’ co-founders.
ISB: What is the inspiration behind Green Fox Studio?
AS: I watched a powerful documentary on ABC about the shocking mistreatment of children in the youth justice system in Australia. The documentary was transformative and sparked my desire to use my creative skills for a greater purpose. With over 25 years in design and advertising, I recognised an opportunity to combine my creativity with compassion. In 2017, I participated in a government-funded pilot program at a correctional centre near Ipswich, Queensland, where I taught graphic design to incarcerated individuals. During this time, I discovered some remarkable talent, which inspired me to reach out to Kelly, my former boss at a well-known media company. Together, we envisioned a sustainable model in which the income from creative work produced by ourselves and our agency team and the support of our inmate team could fund training for other inmates, thereby creating job opportunities for at-risk individuals, which culminated in establishing Green Fox Studio.
ISB: Why is it important for you to provide opportunities for detainees and rehabilitated offenders through digital literacy?
AS: Digital literacy equips inmates with essential skills to significantly reduce recidivism rates, aiding them in their reintegration into society. Our programs help bridge the gap between incarceration and community reintegration by addressing barriers like limited access to education, and upon release, employment opportunities that require digital skills. Additionally, digital literacy promotes empowerment and self-esteem, enhances confidence, and motivates individuals to pursue further education and personal growth to break the cycle of re-offending. We also emphasise creativity and innovation, encouraging individuals to explore their creative talents. This prepares them for careers in creative industries, where their unique experiences can be valuable assets. We aim to foster a supportive environment where detainees and rehabilitated offenders can thrive, rebuild their lives, and contribute positively to their communities.
ISB: Can you tell us more about the collaboration that GFS does with correctional facilities in Australia?
KW: GFS partners with correctional and youth justice facilities across the East Coast of Australia to equip detainees with vital skills for rehabilitation and successful reintegration into society. In 2024, we introduced the ‘JumpStart Your Future’ Adult program at Clarence Correctional Centre in Grafton, NSW, and hosted a hands-on creative workshop for both guards and inmates on International Women’s Day. This event helped strengthen our ongoing collaboration with Serco, a valued client of our Creative Agency and training studios. Through our work with the Brisbane and West Moreton Youth Detention Centres, we’ve been able to deliver programs like JumpStart for Youth and the Phoenix Program, which cover essential skills such as digital tools, graphic design, employment preparation, and life skills. Additionally, we’ve expanded our reach to NSW and Victoria and will be launching our first program in the ACT over Easter.
ISB: How do you address the stigma towards the incarcerated through this endeavour?
KW: Our programs highlight the talents and achievements of incarcerated individuals; while addressing the stigma they face upon release. We assist them in rebuilding their self-esteem and confidence by offering creative training and connecting them to employment opportunities. We encourage employers to consider hiring participants we have supported and nurtured throughout their rehabilitation journey by sharing our own story. Our initiatives confront negative stereotypes and advocate for a more inclusive and just society.
ISB: What is your vision for GFS in the next couple of years?
AS: In the coming years, GFS aims to broaden our reach and impact across Australia. Our goal is to deliver digital skills training to a wider audience through our purpose-built LMS, creating more employment opportunities and promoting social inclusion for those who need it most. We are also excited to introduce a variety of new fee-for-service offerings for schools, corporations, and the wider community. These programs will include industry skills training, creative art workshops, entrepreneurial skills training, employment readiness programs, and corporate training workshops. By leveraging these fee-for-service models, we will continue to build a financial sustainable and resilient business while continuing to support our mission of empowering marginalised communities.
ISB: For someone who might be inspired by your story to think of helping others through their business or nonprofit, what would be one piece of advice you would give?
KW: My advice is to stay committed to your mission and values. Starting a business or nonprofit that helps others requires passion, resilience, and a strong sense of purpose. Surround yourself with a supportive network, keep seeking feedback, and stay open to learning and adapting throughout the journey.
