The Independent Media Agencies of Australia (IMAA) has conducted its annual cultural immersion trip to the Northern Territory, as part of its 2025 Cultural Immersion initiative and ongoing Reconciliation Action Plan.

The trip saw participation from 12 senior agency executives, including IMAA Chair Jacquie Alley, CEO Sam Buchanan, and Head of Operations Bec Coulson.

The itinerary included a variety of cultural activities designed to provide an immersive experience. Participants engaged in fireside talks, a bush foods workshop, a sip & paint session hosted by Aboriginal women from No Fixed Gallery, and walks to notable sites such as Standley Chasm and Simpson Gap. These activities were aimed at fostering a deeper understanding of Aboriginal culture and history.

A significant highlight of the trip was the group's visit to the headquarters of Kings Narrative, an Aboriginal-owned social enterprise based in Alice Springs. This visit allowed the executives to experience the enterprise's work firsthand and discuss potential partnership opportunities. Kings Narrative, established in 2021, provides culturally safe and responsive services for Aboriginal men, focusing on health, wellbeing, employment, and leadership.

Key programs under Kings Narrative include Barber Blak Kings, which offers barber training for disadvantaged Aboriginal youth, and Youngbul Mob, which provides cultural workshops for young Aboriginal men and boys. These initiatives are part of the enterprise's broader mission to support the Aboriginal community through practical and cultural empowerment.

"The IMAA’s goal is to create long-term economic opportunity and visibility for the Aboriginal community through storytelling and genuine collaboration," said IMAA Chair Jacquie Alley. "During this year’s trip, we were given the unique opportunity to witness the emerging local entrepreneurial spirit and reflect deeply on the role of non-Indigenous Australians in reconciliation."

"These insights will shape how we guide our members to move beyond symbolic gestures and into meaningful partnerships, with a focus on economic empowerment, cultural education and amplifying First Nations-led initiatives. They will be integral as we continue to develop and implement our Reconciliation Action Plan now, and into the future," Alley said.

IMAA's DE&I Lead, Es Chandra, said: "Our partnership with Kings Narrative is not just about giving back, but walking alongside each other and building something together."

Chandra described the visit as "truly remarkable and humbling," adding, "We immersed ourselves in the truth-telling work of Kings Narrative, which is working tirelessly to amplify First Nations voices and confront the legacy of colonisation. We’re looking forward to working closely with Tyson and Jess to deepen the impact of future visits and events and bring more decision-makers into this learning and accountability space."

Kings Narrative Managing Director Tyson Carmody said: "It’s amazing what can happen when people connect with the intention of listening to understand, instead of listening to respond. There is no better facilitator of this than Country – our Old People knew this, and we know this. We’re looking forward to working with the IMAA on some exciting projects ahead."

Jessica Carmody, also a Managing Director at Kings Narrative, said: "The IMAA and its members hold a strong platform of influence, and we sincerely hope our time together – our stories, our laughter, our tears and those quiet moments under the stars – will continue to inform and inspire how the IMAA engages on issues of Aboriginal Australia. Our friendship and shared experience lay the foundation for creating impactful opportunities for First Nations’ people and communities."