The Australasian Writers and Art Directors Association (AWARD) has launched a new campaign aimed at increasing diversity of applicants to the 2019 AWARD School program, and improving accessibility to the advertising industry as a career option for everyone.
Kicking off with new creative, the ‘Only Ideas Wanted’ campaign highlights the role of AWARD School in nurturing creative talent regardless of a person’s geographical location, education, status, experience, or gender. The 2019 campaign concept was developed by 2018 AWARD School graduates, Kerstin Loop and James Steer.
In an AWARD School first, the course will expand beyond major cities to the Northern Territory, and to regional and rural Victoria. The Regional Victoria pilot program, to run in collaboration with Redhanded agency, will feature a series of online lectures and group tutorials.
In 2019, half a dozen Indigenous Programme Scholarships will also be made available to encourage more Indigenous people into the advertising and media industries. The scholarship initiative, which was announced in late 2018 and is in partnership with Pluto Media, included acceptance into the AWARD School Application Workshop, and if selected, entry into the 2019 AWARD School course itself.
AWARD School Co-Head and Leo Burnett Sydney Senior Copywriter Karen Ferry said AWARD School’s strength has come through its egalitarian beginnings.
“AWARD School has always opened its doors to everybody. And for the past few years, its blind judging has proven that gender, education and cultural background doesn’t hinder talent - it makes it stronger. We’re super proud to be supported by partners who can help us bring more creative Australians from diverse backgrounds into the industry,” she said.
Host/Havas Sydney's Associate Creative Director and AWARD School Co-Head Josie Burns added: “Different perspectives make creative work better and our industry needs them. Kerstin and James’ concept speaks to the future student who thinks they might not fit the mould of the stereotypical ad creative. Here’s hoping they don’t.”
Since 1983, AWARD School has earned an enviable reputation as the region’s most in-demand course for creatives. In 2018, nationally AWARD School received 500 applications, of which 201 were successful.
The 2019 campaign, which is being rolled out via online and social, is calling on anyone with the creativity gene to consider applying for the course.
AWARD School is also reaching out to people in broader geographical areas via a paid social campaign, supported by AWARD School partner Facebook Australia & New Zealand; as well as a presence at TAFEs, Universities, art schools and design stores.
Applications for 2019 AWARD School open on February 7th. The course will run in six states and territories, including New South Wales, Victoria (Melbourne & Regional VIC Pilot Program), Queensland, Western Australia, South Australia and Northern Territory (application dependent).
Campaign concept: Kerstin Loop and James Steer, 2018 AWARD School graduates