If propaganda works for bad intentions could we also use it for good?

Yes and it’s simply called PR. Edward Bernays (1891-1995) used the term PR to explain the concept of talking to the masses for other purposes than bad intentioned political propaganda.

In Think of me as evil WWF brings up to discussion the responsibility of advertisers to help spreading messages that helps create a better world. Advertisers has since long been haunted with the bad consciousness of contributing to higher consumption, promotion of obsolete stereotypes and of putting the well-being of your ego in front of the living situation of future generations. We all working in advertising have our chance to deciding what impact we want to have on the world. Our messages do have impact and we can influence what this impact will be used for.