"No industry hookups or boys club necessary."
The Australasian Writers and Art Directors Association (AWARD) has launched a new campaign aimed at increasing diversity of applicants to the 2019 school program.
It highlights AWARD's ambition to improve the accessibility to the advertising industry as a career option for everyone.
The campaign, “Only Ideas Wanted', shows how the program nurtures creative talent regardless of the person’s geographical location, education, status, experience, or gender. The 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.
AWARD also aims to encourage more indigenous people into the advertising and media industries by offering half a dozen Indigenous Program Scholarships. The scholarship initiative, partnered with Pluto Media, includes aceptance into the AWARD School application workshop.
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.
”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,” Host/Havas Sydney's associate creative director and AWARD school co-Head Josie Burns added.
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.