AWARD School Broadens Reach With 2019 Program, Highlights Diversity With New Campaign

AWARD School Broadens Reach With 2019 Program, Highlights Diversity With New Campaign
B&T Magazine
By B&T Magazine



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 agency Redhanded, will feature a series of online lectures and group tutorials.

In 2019, half a dozen Indigenous Program 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 the school’s strength has come through its egalitarian beginnings.

“AWARD School has always opened its doors to everybody, and for the past few years, it’s blind judging has proven that gender, education and cultural background doesn’t hinder talent – it makes it stronger,” she said.

“We’re super-proud to be supported by partners who can help us bring more creative Australians from diverse backgrounds into the industry.”

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.”

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, as well as a presence at TAFEs, universities, art schools and design stores.

Applications for 2019 AWARD School open on 7 February. The course will run in six states and territories, including NSW, Victoria (Melbourne and regional Victoria pilot program), Queensland, Western Australia, South Australia and the Northern Territory (application dependent).

An AWARD School info night will be held in capital cities on 6 February. To register your interest, click here.




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