Changing the World Through Art and Allyship
Words by Maddison Stewart
Among the many sessions at this year’s Content Summit, there was one talk that left a lasting impression on us. It wasn’t about metrics or marketing funnels. It wasn’t trying to give us a secret formula for virality.
It was a session led by Rachael Sarra, First Nations artist, storyteller, and one of the most thoughtful voices in Australia’s creative landscape. Her work speaks volumes, but her presence, honesty, and insight reminded us of something far bigger than content strategy: why we create in the first place.
Rachael talked about visibility, about representation, and about the difference between being included and being respected. She also asked a question that’s still echoing in our minds.
“When did we forget we have the power to change the world?”
Creative work isn’t always inclusive (even when it thinks it is)
As an agency that works in branding, storytelling, and content, we’re used to hearing words like “diversity” and “representation.” They’re on every pitch deck, every brand strategy doc, and every moodboard. But Rachael reminded us that representation without respect is hollow.
She spoke candidly about what it’s like to be a First Nations artist working with brands that want the look of inclusion without the systemic work behind it. Too often, Indigenous creatives are brought in for a moment, just long enough for a campaign to feel socially aware, but not long enough to have meaningful input, leadership, or ownership.
It was confronting to hear, as it challenged everyone in the room to reflect on how they had shown up in their own work. Have we centred the voices that matter, or have we just featured them in passing? Have we paid fairly, credited properly, and collaborated respectfully - or just added diversity to a brand because it’s trending?
What this really forced us to consider is how often “representation” becomes a performance instead of a practice. It’s easy to say the right things in public, but much harder to embed equity into everyday decisions, like who’s consulted at the idea stage, who’s in the creative room, and who profits from the final product.
Rachael’s words reminded us that allyship isn’t a slogan; it’s a structure, and one many of us are still learning how to build.
A rare example of inclusion done right
Rachael shared an example of when things did go right, which was her collaboration with Kmart. It was one of the few brand partnerships where she felt fully seen and supported.
From creative freedom to appropriate compensation and ongoing respect, the experience was positive because the brand didn’t just want her designs; they wanted her perspective. They involved her in the process from start to finish, listened to her boundaries, and made sure the relationship wasn’t extractive.
It was a reminder that meaningful collaboration is possible. But it requires intention, time, and a willingness to listen.
And that’s the takeaway: good inclusion isn’t accidental. It’s the result of early, ongoing consultation, a clear understanding of power dynamics, and respect that shows up in real ways, like contracts, credit, and control.
Kmart’s example wasn’t perfect because it was a big brand doing the right thing, but it was powerful because it proved that scale doesn’t have to come at the cost of values. It’s possible to create something beautiful and respectful, and that’s the bar now.
“Most of you know what it’s like to live in a structure that wasn’t built for you.”
Halfway through her session, Rachael paused and looked around the audience. “Most of you here are women,” she said, “and you know what it’s like to live in a structure that wasn’t built for you.”
It was a simple observation, but it cracked something open.
She was speaking to a shared experience. To that familiar feeling of being underestimated, left out of decision-making rooms, or asked to shrink yourself to make others more comfortable. In doing so, she built a bridge between the audience and her lived experience.
It wasn’t about guilt; it was about empathy. Because when we’ve felt that weight ourselves, we’re more equipped to understand why creating inclusive spaces, especially in creative industries, isn’t optional. It’s essential.
The question that stopped us in our tracks
As her session came to a close, Rachael said something that felt less like a mic drop and more like a mirror:
“When did we forget we have the power to change the world?”
It was quiet and almost offhanded. But it landed deeply.
In the fast-paced world of content creation, it’s easy to forget that what we make matters, that stories shape perception, that campaigns impact culture, and that creativity can either uphold the status quo or help us build something better.
We left her talk reminded that the work we do - whether it’s a six-second TikTok or a full brand strategy - is never neutral. It either contributes to progress or it doesn’t.
That line asked more of us, not just as creatives, but as people. It reminded us that no project is too small to matter, and that even the most “everyday” piece of content is an opportunity to reflect something bigger than ourselves.
We don’t have to wait for a huge moment to make an impact. We’re already making one. So the real question becomes: Are we proud of what it’s saying?
What does this mean for us as an agency?
We walked out of Rachael’s session with a renewed sense of responsibility.
As a content agency, we have power. The power to amplify voices. To shape narratives. To choose who’s in the room, who gets to speak, and how stories are told.
So we’re asking ourselves the hard questions:
Are we seeking out diverse collaborators, not just when it’s convenient, but consistently?
Are we building relationships rooted in respect and reciprocity, not extraction?
Are we creating work that helps build a more inclusive world, or are we just making noise?
These questions aren’t one-time reflections. They’re ongoing commitments. We know we won’t always get it right, but we’re willing to do the work to do better.
Rachael Sarra’s work blends art, activism, storytelling, and softness in a way that challenges and comforts all at once. Her presence at Content Summit was a timely reminder that our industry doesn’t just need new trends. It needs new values.
We’re grateful for her voice, her leadership, and her willingness to speak hard truths in rooms that need to hear them. We’re holding onto her words - not just as a quote, but as a call to action.
Because yes, we do have the power to change the world. But only if we choose to use it.