The Design Institute of Australia (DIA) is on a mission to make sure designers are recognized and counted in the 2026 Census. With a national campaign called 'Write Designer', the DIA is urging designers to identify themselves clearly in the upcoming Census, which takes place on Tuesday, August 11th. This initiative is a significant step towards capturing the true scale and value of the design profession in Australia.
Design, an integral part of our daily lives, has long been an underappreciated and poorly measured field. The DIA estimates that the design sector contributes a staggering $67.5 billion to the Australian economy annually, yet the number of designers has never been accurately recorded. This campaign aims to change that by leveraging the new occupation framework within the Census, which now includes a dedicated category for Design Professionals (242).
Simone LeAmon, DIA chief executive, emphasizes the dual purpose of the campaign. It's both a practical intervention to ensure accurate data collection and a symbolic act of advocacy for the design profession. LeAmon highlights the DIA's long-standing advocacy for design, stating, 'For more than 80 years, the Design Institute of Australia has advocated for the value of design because we know the impact it has on Australia’s economy, society, and culture.'
The 'Write Designer' campaign is a creative collaboration involving Clemenger BBDO, N'fa Jones (an ARIA Award-winning artist), composer Jonah Gabriel, and a diverse range of Australian design studios and businesses. This collaboration showcases the breadth and depth of design practice across the country, featuring renowned names like Marc Newson, Bluey, Romance Was Born, RØDE Microphones, Blackmagic, Balarinji, Paccar Australia for Kenworth trucks, Blanche Tilden, and Carr.
To participate, designers are encouraged to select the specific occupation category 'Design Professionals' (242) within the Census form. Additionally, they are asked to describe their work in the 'tasks' section, starting with 'Designing…', to ensure accurate classification. LeAmon believes this effort will create the most accurate picture yet of Australia's design profession, stating, 'On 11 August, we have the opportunity to make history. We’re asking every designer to answer with the profession they’ve worked so hard to build.'
This campaign is more than just a call to action; it's a celebration of design's impact and a plea for recognition. By participating, designers can contribute to a more comprehensive understanding of their profession and its economic value. The DIA's initiative is a powerful reminder that design is not just an art form but a vital economic and cultural force, and it's high time it's counted as such.
