The power of design and its impact on society is often an overlooked yet crucial aspect of our daily lives. This article delves into a unique initiative, 'Write DESIGNER', a campaign that aims to shed light on the immense contribution of designers to the Australian economy and culture.
Unseen Heroes of the Australian Economy
Did you know that designers contribute a staggering $67.5 billion annually to the Australian economy? Yet, despite their economic significance, designers have remained largely invisible and underestimated. This campaign seeks to change that narrative.
A Collective Advocacy Movement
'Write DESIGNER' is a collaborative effort between Clemenger BBDO and The Design Institute of Australia (DIA). The campaign's goal is to empower Australia's design workforce to identify themselves as 'designers' in the upcoming 2026 Census. By doing so, they aim to establish a national benchmark, a first of its kind, for the country's design community.
The Creative Force Behind the Campaign
At the heart of this advocacy campaign is a powerful 60-second TV commercial. The film features the voice of ARIA award-winning artist N'fa Jones, along with a diverse range of Australia's leading designers, studios, and businesses. From industrial designers like Marc Newson to fashion houses like Romance Was Born, the film showcases the breadth and depth of the nation's design profession.
A Visual Journey Through Design
The film takes viewers on a journey, starting with the human body and its essential tools for survival, like hearing aids and defibrillators. It then expands outward, showcasing the impact of design on our creative life, culture, and economy. We see Bluey, a Kenworth truck, and an aircraft painted with ancient storytelling. The film then delves into sustainability and the built environment, highlighting coral reef restoration and wayfinding systems. It concludes with intimate acts of design, like a vessel by Alfred Lowe and a necklace by Blanche Tilden.
The Economic Significance of Design
Design-related industries and workers contribute over 3.5% of GDP to the Australian economy. This is a significant figure, yet designers have long been an underestimated community. The 2026 Census presents a unique opportunity to change this narrative and establish design as a dedicated occupational group within the Australian Bureau of Statistics' framework.
A Watershed Moment for Australian Design
With the Census just over a month away, the 'Write DESIGNER' campaign encourages designers to identify themselves by their specific design profession. This simple act will provide the necessary data to strengthen advocacy, inform policy-making, and secure greater recognition for design in the future.
A Legacy of Advocacy
The DIA, as the peak body for designers, has been advocating for the profession for decades. Their work has been instrumental in introducing this change to Census data collection, which will be a game-changer for designers across the country.
Personal Reflection
What makes this campaign particularly fascinating is its ability to unite an entire profession around a single moment. It's a powerful reminder of the impact design has on our daily lives, often in ways we don't even realize. By ensuring designers are accurately counted, we're not just recognizing their economic value but also their creative and innovative contributions to society.
A Step Towards Recognition
In my opinion, initiatives like 'Write DESIGNER' are crucial steps towards a more inclusive and appreciative society. By celebrating and recognizing the work of designers, we're not just acknowledging their economic impact but also their ability to challenge assumptions, solve complex problems, and transform our world.
Conclusion
The 'Write DESIGNER' campaign is a testament to the power of collective advocacy and the importance of visibility. It's a call to action for designers to stand up and be counted, to ensure their profession is recognized and valued. As we move forward, let's remember the unseen heroes who design our world every day.
