Design matters, we know this, but do governments? Well, on 11^th August there’s a chance to make every designer’s voice in the nation heard – but only if you write designer on the census form.

Despite contributing an estimated $67.5bn to Australia’s economy annually, there has never been an accurate count of Australia’s designers. However, for the first time designers will be counted in the census under their own professional group in the Australia Bureau of Statistics’ new occupational framework.

The census will take place on 11^th August 2026, and it is vital that designers are counted to ensure future decisions on government policy, education, skills development and industry investment.

With a new campaign from the Design Institute of Australia (DIA) urging designers to stand up and be counted, there is the opportunity to hear the voices of designers. Making the profession’s workforce count will enhance the standing of designers and help governments to understand that every type of design occupation matters – and needs to be supported.

“For decades, Australian designers have shaped the way we live, work and connect, yet we’ve never had the evidence to accurately show the scale of the profession,” says Simone LeAmon, CEO, DIA. “That’s why we initiated Write DESIGNER. This campaign is about more than census night; it’s about ensuring designers are recognised in the data that informs government policy, education, skills and industry investment for years to come. Every designer who writes DESIGNER on 11^th August helps build the first true national picture of Australia’s design workforce. History will remember this as the moment designers made themselves count.”

Spearheading the Write DESIGNER campaign is DIA CEO, Simone LeAmon who worked with Clemenger BBDO to create the videos and other social collateral. Clemenger BBDO worked pro bono to conceive and create a dynamic and resonate campaign that also includes spoken word by ARIA Award-winning artist N’fa Jones and an original score by Jonah Gabriel.

Watch the video here.

Other assets were generously contributed by many of Australia’s leading designers, studios and businesses, including RØDE Microphones, Ludo Studio (the creators of Bluey), Reef Design Lab, whose innovations are regenerating coral reefs by design, and Kenworth Australia, who design and build some of the world’s most capable trucks.

“This campaign is special because it was created by people who understand the value, reach and impact of design. The creative team at Clemenger BBDO immediately recognised what was at stake: this wasn’t just another campaign, but a rare opportunity to help Australia’s design profession be seen, counted and heard. It quickly became a shared cause.

“Everyone who contributed their work, time and talent did so because they believed in the importance of this moment. I know – I made the phone calls. Every ‘yes’ came from a shared belief that this was something bigger than any one designer, studio or business. The campaign itself has become an expression of the profession it represents – diverse, generous and united around a singular purpose,” says LeAmon.

Working together to achieve a common and important goal – that is, to be counted and to be heard – the design community is supporting its own.

But now is the time for every design professional to make their mark. Australia’s designers work across every corner of the economy, from digital products, user experience, service and multimedia design to fashion, interior, industrial, furniture, object, jewellery and textile design, graphic communication, animation and illustration. Together, they represent an extraordinarily broad profession united in the Australia Bureau of Statistics’ new group Design Professionals.

LeAmon reiterates: “Preparation matters. On Census Night you’ll be asked to describe your occupation and the work you do, so I encourage every designer to take a few minutes beforehand to visit the Write DESIGNER campaign page. You’ll find practical guidance on how to identify your recognised occupation and describe your work so you can help establish the first national benchmark of Australia’s design workforce. It’s a small investment of time that will help ensure designers are counted, recognised and heard.”

11th August is a once in a generation chance to truly make a difference to the design profession.

Write ‘designer’ on the census and make sure your voice is counted both now and for the future.

Write Designer