The power of design and its impact on our daily lives is often an overlooked aspect of our society. However, a groundbreaking initiative is about to change that narrative.
Unveiling the Invisible: The Write DESIGNER Campaign
In a collaborative effort between Clemenger BBDO and The Design Institute of Australia (DIA), the 'Write DESIGNER' campaign aims to shed light on the invaluable contributions of designers to the Australian economy and society. The campaign's timing is strategic, leading up to the 2026 Census, where designers will have the opportunity to self-identify as 'designers', creating a much-needed baseline count of this creative workforce.
A Multifaceted Industry
Design, as we know it, is an all-encompassing field. From the innovative industrial designs of Marc Newson to the beloved animated character Bluey, and even the intricate jewelry creations of Blanche Tilden, design touches every aspect of our lives. Yet, despite its economic significance, contributing an estimated $67.5 billion annually, designers have remained largely invisible and uncounted.
The Census as a Catalyst
The 2026 Census presents a unique opportunity for change. For the first time, Census data will categorize design-related occupations under their own dedicated group, providing a national benchmark for this profession. This is a watershed moment, as it will finally give designers the recognition they deserve and provide valuable data to support their creative and commercial endeavors.
A Collective Advocacy Effort
The 'Write DESIGNER' campaign is more than just a call to action; it's a unified movement. With the support of ARIA award-winning artist N'fa Jones, leading designers, studios, and businesses, the campaign aims to empower designers to stand up and be counted. It's a chance to showcase the depth and breadth of Australian design and the innovative thinking that drives it.
The Impact and Beyond
Accurate Census data will have far-reaching implications. It will strengthen advocacy efforts, inform policy-making, and ensure designers receive the credit and recognition they deserve. As DIA CEO Simone LeAmon puts it, "By ensuring designers are accurately counted, we're building the evidence needed to secure greater recognition for design into the future."
A Step Towards Visibility
The 'Write DESIGNER' campaign is a powerful reminder of the impact design has on our world. It's a step towards visibility and a celebration of a profession that challenges assumptions and solves complex problems. As we approach the Census, let's embrace this opportunity to recognize and appreciate the designers who shape our world, one creative act at a time.
