In a groundbreaking move, the Design Institute of Australia (DIA) and Clemenger BBDO have joined forces to launch the 'Write DESIGNER' campaign, a bold initiative aimed at shedding light on the often-overlooked design community in Australia. This partnership is not just about a single campaign; it's a strategic effort to advocate for the design profession and ensure its practitioners are accurately counted in the upcoming 2026 Census.
What makes this endeavor particularly intriguing is the realization that design, despite its immense economic impact, has been consistently underestimated. With an estimated contribution of $67.5 billion to the Australian economy annually, the design industry's influence is undeniable. However, the lack of a reliable baseline count of designers has been a persistent issue, leaving the profession's true value in the shadows.
The 'Write DESIGNER' campaign takes a creative approach to address this challenge. By encouraging designers to label themselves as 'designers' during the Census, the initiative aims to establish the first national benchmark of the country's design community. This simple yet powerful act of self-identification is the cornerstone of the campaign's strategy.
At the heart of this campaign is a captivating 60-second TV commercial, a masterpiece that brings together the talents of ARIA award-winning artist N'fa Jones, electronic music composer Jonah Gabriel, and a diverse array of Australia's leading designers, studios, and businesses. The commercial serves as a powerful reminder of the breadth and depth of the nation's design profession, showcasing its impact on various aspects of life, from the built environment to culture and the economy.
One of the most compelling aspects of the campaign is its ability to highlight the often-overlooked contributions of designers. From the creators of Kenworth trucks to the designers behind Bluey, the commercial takes viewers on a journey through the air we breathe, the tools of creative life, and the economy. It then delves into sustainability and the built environment, emphasizing the role of design in shaping our world. The intimate acts of design and making are brought to the forefront, with a vessel by Alfred Lowe and a necklace by Blanche Tilden serving as poignant reminders of the profession's impact.
This campaign is not merely about counting designers; it's about recognizing the profound impact they have on our society and economy. By advocating for the design profession, the DIA and Clemenger BBDO are challenging assumptions and raising awareness about the value of design. They are urging the public to consider the often-unseen contributions of designers, who consistently challenge assumptions and solve complex problems.
In my opinion, the 'Write DESIGNER' campaign is a testament to the power of collaboration and advocacy. It demonstrates how a single initiative can unite an entire profession and advocate for its recognition. By ensuring designers are accurately counted in the Census, the campaign is building the evidence needed to strengthen advocacy, inform decision-making, and secure greater recognition for design into the future. It's a call to action for the design community to come together and celebrate their unique contributions.
What makes this campaign particularly fascinating is its ability to capture the essence of design's impact on our lives. From the tools we use to the spaces we inhabit, design is an integral part of our daily existence. By bringing this to the forefront, the campaign challenges us to reconsider the value of design and the importance of recognizing the people behind it. It's a reminder that design is not just about aesthetics; it's about solving problems, creating value, and transforming 'you can't' into 'you can'.
In conclusion, the 'Write DESIGNER' campaign is a powerful reminder of the importance of design in our society. It's a call to action for the design community to unite and advocate for their recognition. By encouraging designers to label themselves as 'designers' in the Census, the campaign is taking a bold step towards establishing the first national benchmark of the country's design community. It's a testament to the power of collaboration, advocacy, and the profound impact of design on our world.
