The Design Institute of Australia (DIA) and Clemenger BBDO have joined forces to launch an ambitious national advocacy campaign, 'Write DESIGNER', ahead of the 2026 Australian Census. This initiative aims to address a critical issue: the lack of a reliable baseline count of designers in Australia, despite their significant economic impact.
The campaign's 60-second TV commercial, featuring ARIA-award-winning artist N'fa Jones, is a powerful call to action. It highlights the diverse contributions of designers across various fields, from industrial design to fashion, architecture, and technology. The commercial emphasizes the idea that designers are the catalysts for change, turning 'you can't' into 'you can'.
What makes this campaign particularly intriguing is its focus on the broader impact of design. The film showcases how designers shape our world, from the tools we use to the stories we tell. It begins with the human body, then expands to the air we breathe, the creative tools, and the economy. The narrative flows through sustainability and the built environment, ultimately emphasizing the intimate acts of design and making.
The campaign's message is clear: designers are essential to Australia's economy and society, yet they have been consistently underestimated. The 2026 Census presents a unique opportunity to change this. For the first time, design workforce data will be coded under the Australian Bureau of Statistics' Occupation Standard Classification framework, providing a dedicated occupational group for designers.
This campaign is not just about counting designers; it's about advocating for their recognition and value. DIA CEO, Simone LeAmon, emphasizes the campaign's collective nature, stating that it's about uniting the design profession to strengthen advocacy and secure greater recognition. By ensuring designers are accurately counted, the campaign aims to build evidence for informed decision-making and government policy.
Giles Watson, Clemenger BBDO ECD, adds that the campaign is a moment to celebrate the designers' invisible contributions. It's a chance to credit and recognize the profession's problem-solving and assumption-challenging nature. The campaign encourages designers to identify themselves by their specific design profession during the Census, using the recognized occupation '242 Design Professionals'.
In my opinion, this campaign is a powerful reminder of design's pervasive influence. It challenges the notion that design is merely aesthetic or decorative. Instead, it showcases design as a catalyst for innovation, problem-solving, and societal transformation. The campaign's personal interpretation of design's role in our lives is truly thought-provoking.
Furthermore, the campaign's broader implications are significant. By advocating for designers' recognition, it highlights the need for a more inclusive and diverse approach to policy-making and economic development. The campaign's impact could potentially lead to a reevaluation of how design is valued and integrated into various industries.
In conclusion, 'Write DESIGNER' is a compelling and necessary initiative. It not only addresses the lack of data on designers but also advocates for their recognition and value. The campaign's creative approach and powerful message make it a memorable and impactful advocacy effort, one that could shape the future of design in Australia.
