The power of design and its impact on society is often an overlooked aspect of our daily lives. However, a groundbreaking initiative by the Design Institute of Australia (DIA) and Clemenger BBDO aims to change that narrative. Their campaign, 'Write DESIGNER', is a call to action for Australia's design community to unite and be recognized for their invaluable contributions.
Unveiling the Invisible: A Design Revolution
One might wonder why a campaign like 'Write DESIGNER' is necessary. After all, designers are everywhere, shaping our world with their creativity and innovation. Yet, the reality is that despite their significant economic impact, designers have remained largely invisible in official records. This campaign seeks to rectify that oversight.
The Economic Impact of Design
Did you know that design-related industries contribute a staggering $67.5 billion to Australia's economy annually? That's right, design is a powerhouse, yet it often goes unnoticed. This campaign aims to shed light on the economic might of the design profession and ensure that designers receive the recognition they deserve.
A Collective Advocacy Effort
'Write DESIGNER' is more than just a catchy slogan; it's a movement. It's a moment for designers to stand together and be counted. The campaign encourages designers to identify themselves as such in the upcoming Census, creating a national benchmark for the design community. This collective action will provide much-needed data to support and advocate for the profession.
The Creative Force Behind the Campaign
At the heart of this initiative is a powerful 60-second TV commercial. Featuring the voice of ARIA award-winning artist N'fa Jones and a score by electronic composer Jonah Gabriel, the film showcases a diverse range of Australian designers and their contributions. From industrial design to fashion, from animation to interior design, the film celebrates the breadth and depth of the design profession.
A Watershed Moment for Australian Design
The 2026 Census presents a unique opportunity for Australian designers. For the first time, Census data will specifically categorize design occupations, providing a dedicated occupational group for designers. This is a watershed moment, as it will establish a national benchmark and strengthen the advocacy efforts of the DIA and other design bodies.
The Future of Design Advocacy
The 'Write DESIGNER' campaign is a pivotal step towards recognizing and valuing the design profession. By ensuring designers are accurately counted, the campaign aims to inform decision-making, influence government policy, and secure a brighter future for design in Australia.
In my opinion, this campaign is a testament to the power of collective action and the importance of visibility. It's a reminder that sometimes, to be heard, you have to speak up and be counted. So, let's celebrate the designers who challenge assumptions, solve problems, and create a better world through their craft.
Conclusion
'Write DESIGNER' is a powerful advocacy campaign that highlights the economic and cultural significance of design. By encouraging designers to identify themselves in the Census, the campaign aims to create a stronger, more visible design community. It's a step towards a future where design is recognized, valued, and celebrated.
