The Design Institute of Australia (DIA) is on a mission to make sure designers are recognized for their contributions to the country's economy, society, and culture. With the 2026 Census fast approaching, the DIA is urging designers to identify themselves as such, highlighting the importance of accurate data collection. This initiative is not just about filling in a form; it's a strategic move to advocate for the design profession and ensure its value is acknowledged.
The DIA's 'Write Designer' campaign is a creative collaboration that aims to showcase the diverse range of design practices across Australia. By involving renowned designers and studios, the campaign emphasizes the impact of design on various industries, from fashion and animation to industrial and graphic design. This collective effort is a powerful statement, demonstrating the profession's collective strength and influence.
What makes this campaign particularly fascinating is its dual purpose. On one hand, it's a practical intervention to ensure designers are counted accurately. On the other, it's a symbolic act of advocacy, highlighting the profession's long-standing struggle for recognition. The DIA's chief executive, Simone LeAmon, emphasizes that this campaign is more than just a call to action; it's a movement to elevate the design profession to the forefront of national discourse.
The campaign's creative collaboration brings together diverse talents, including Clemenger BBDO, ARIA Award-winning artist N'fa Jones, and composer Jonah Gabriel. This diverse group represents the breadth of design practice in Australia, from innovative product design to cutting-edge digital art. By showcasing the work of established names like Marc Newson and emerging talents like Blanche Tilden, the campaign provides a comprehensive overview of the profession's capabilities.
One thing that immediately stands out is the campaign's emphasis on accurate data collection. The DIA encourages designers to enter the specific occupation category 'Design Professionals' and describe their tasks with the phrase 'Designing…'. This attention to detail is crucial, as it ensures that the design profession is accurately represented and valued.
What many people don't realize is the significant economic impact of design. The sector contributes an estimated $67.5 billion to the Australian economy annually, yet it has never been accurately captured in census data. This campaign is a step towards rectifying that oversight, providing a more comprehensive understanding of the profession's value.
If you take a step back and think about it, the 'Write Designer' campaign is a powerful reminder of the profession's collective strength and influence. It's a call to action for designers to advocate for themselves and ensure their work is recognized. From my perspective, this campaign is a significant step towards elevating the design profession and fostering a more inclusive and appreciative society.
In conclusion, the DIA's 'Write Designer' campaign is a thought-provoking initiative that goes beyond the simple act of filling in a census form. It's a movement that advocates for the design profession, highlights its economic impact, and celebrates the diverse range of design practices across Australia. As designers, we have the opportunity to make history and ensure our profession is accurately represented and valued.
