Australia counts design as its own profession for the first time in the 2026 Census
On Census Night, Tuesday 11 August 2026, Australia will count design as its own occupation for the first time, under the Australian Bureau of Statistics’ new Occupation Standard Classification of Australia (OSCA) framework.
The Design Institute of Australia (DIA) has launched Write DESIGNER, a national campaign asking every designer to write “designer” on their Census form, not a broader or unrelated title.
The Authentic Design Alliance is joining the DIA campaign and encouraging the wider design community to do the same.
Why the Census matters for design
Despite contributing an estimated $67.5 billion to the Australian economy each year, the design profession has been undercounted and poorly measured in national data. Under OSCA, designers now sit within their own group, Minor Group 242 Design Professionals, which covers eleven occupations and specialities.
What people write on their Census form this year sets the first national baseline for the profession. That baseline will inform government policy, education funding and industry investment decisions for years to come.
About the Write DESIGNER campaign
DIA developed Write DESIGNER with agency Clemenger BBDO. The campaign is built around a 60-second film based on a simple provocation: you can’t. The film answers: designers prove you can.
It features spoken word by ARIA Award-winning artist N’fa Jones and an original score by Jonah Gabriel, with contributions from many of Australia’s leading designers, studios and businesses.
Why ADA is backing the campaign
The Authentic Design Alliance works to strengthen recognition, funding and long-term value for genuine design work. Accurate national data on the design profession supports that mission directly, from education investment to industry standards.
ADA is encouraging members and the wider design community to write DESIGNER on Census Night and to share the campaign with their own networks.
How to take part
Designers completing the 2026 Census should write DESIGNER on their form, not a broader or unrelated title.
It takes five seconds and carries a decade-long payoff for how the profession is recognised, funded and supported. Campaign assets, approved wording and sharing guidelines are available from DIA for anyone who wants to help spread the campaign further.
On Census Night, Tuesday 11 August 2026, write DESIGNER. Watch the campaign film and find out more here.
