An increased focus on audience engagement in newsrooms means that journalists are expected to have an understanding of appropriate contemporary reporting prac-tices, more so by marginalized communities. Work-integrated learning (WIL) is a widespread pedagogical approach within journalism education. This article discusses the development of ‘Purpose WIL’: a service learning approach to WIL in journalism education that encourages student journalists to engage with social issues in an ethical, responsible way while still gaining the practical experience necessary for employment. An Australian case study of Purpose WIL, ‘Project Open Doors’ focused on addressing the ways people with disability are represented and treated by the media. Students worked closely with people with lived experience, community and industry partners to produce a significant body of appropriate reporting and ethical journalism about issues important to people with disability, as well as provid-ing a community and media resource. All stakeholders reported positive outcomes, with students appreciating the opportunity to learn more about community engagement and how to work with vulnerable groups and industry partners benefitting from collaboration with the university and the resources produced. Purpose WIL represents a scalable, replicable model of journalism education that teaches students are able to engage responsibly with all members of their audiences.