The Design Institute of Australia (DIA) and Clemenger BBDO have joined forces to launch an ambitious national advocacy campaign, 'Write DESIGNER', ahead of the 2026 Australian Census. This initiative aims to address a surprising reality: despite the significant economic impact of design in Australia, there's currently no reliable count of the country's design workforce.
The campaign, running across TV, digital, and social platforms, encourages Australia's design community to self-identify as 'designers' during the upcoming Census on August 11. By doing so, they will help establish the first national benchmark of the design profession, ensuring it receives the recognition it deserves.
At the heart of the campaign is a captivating 60-second TV commercial featuring ARIA-award-winning artist N'fa Jones, electronic composer Jonah Gabriel, and a diverse array of Australia's leading designers, studios, and businesses. The film, with its powerful opening lines, 'You can’t. Can’t hear, can’t see, can’t breathe, can’t be heard, can’t feel seen,' showcases the impact of design on our daily lives, from the tools we use to the built environment we inhabit.
The commercial takes viewers on a journey, starting with the human body and its reliance on design (hearing aids, vision tools, defibrillators), then expanding to the air we breathe, the tools of creativity, culture, and the economy (aircraft, Bluey, Kenworth trucks). It then explores sustainability and the built environment, highlighting the importance of design in coral reef restoration, wayfinding, and creating spaces that foster a sense of belonging.
The film concludes with intimate acts of design and making, such as Alfred Lowe's vessel and Blanche Tilden's necklace, emphasizing the diverse and impactful nature of the design profession.
Design has long been a significant contributor to Australia's economy, estimated to be worth over 3.5% of GDP. However, it has often been underestimated, and the 2026 Census presents a unique opportunity to change this. For the first time, design workforce data will be coded under the Australian Bureau of Statistics' Occupation Standard Classification framework, ensuring designers are counted and recognized within their own dedicated occupational group.
The DIA, as the peak body for designers, has been instrumental in advocating for the profession and its practitioners for decades. Their efforts have led to this significant change in Census data collection, which will be crucial for supporting designers' creative and commercial success.
Simone LeAmon, DIA CEO, emphasizes the campaign's impact: 'Write DESIGNER' is not just a campaign but a collective act of advocacy. It's about uniting the design profession to ensure accurate counting, which will strengthen advocacy, inform decision-making, and secure greater recognition for design in the future.
Giles Watson, Clemenger BBDO ECD, adds, 'We're surrounded by the impact of design, yet the people behind it have often been invisible. This campaign aims to turn the census into a celebration of designers, recognizing their contributions and ensuring they are counted, credited, and celebrated.'
The 'Write DESIGNER' campaign provides a comprehensive list of recognized design occupations and alternative titles, available on the DIA's campaign page and the ABS website. This initiative is a significant step towards recognizing the value of design in Australia and ensuring the profession's long-term success.
