New AWARD School Campaign Aims For Greater Diversity

New AWARD School Campaign Aims For Greater Diversity

With the aim of increasing the diversity of applicants to the 2015 AWARD School program, The Communications Council has launched a new creative campaign by Dentsu Australia reaching out to young people in broader geographical areas in NSW; targeting TAFEs in Western Sydney and South Western Sydney via social, outdoor and radio.

The campaign highlights the advertising industry as another viable career option for students studying any range of creatively-led courses.

Mark Harricks, AWARD chair said: “Creativity and diversity go hand in hand. It is through galvanizing different backgrounds and experiences that we are able to introduce new and fresh ways of thinking into our business. That is why diversity has been at the top of our agenda over the past year. Our work in tackling the gender imbalance has been an important first step. Now, through this new recruitment campaign in NSW, we hope to begin tackling the issue of diversity more generally by casting our net further afield.”

Jen Peace, general manager at Dentsu Australia, said: “We found that the path into our industry was largely driven by word of mouth and therefore restricted by who you know. This has created a cycle where agencies are sometimes recruiting the same type of person again and again.”

Pete Ogden, creative director of Dentsu Australia and acting head of Award School: “I have visited TAFEs over the past few months, talking about AWARD School, and the response has been great. Proof will be in the pudding come the submission deadline so we’ll see how we go. Credit where it’s due, too: Andrew, Ralph and Michael have done a great job, giving a little back to the industry.”

Dentsu Aegis Network also provided media opportunities, such as targeted outdoor placements around TAFEs.

The campaign launched on 2nd February. The application brief will be released on Friday 13th February, with the application deadline set for Friday 27th February.



Communications Council

Professional Development Manager: Linda Anderson


Dentsu Australia

General manager: Jen Peace

Creative Director: Pete Ogden

Creative Team: Roy Leibowitz, Lisa Wilson, Lauren Bedford and Michael Kleinman

Strategy: David Milner

Account Director: Andrew Henderson

Account Manager: Laura Bigeault



Photography: Andrew Goldie

Design/Art Direction: Michael Kleinman


Creative Director: Ralph Van Dijk at Eardrum

Sound Engineer: Paul Taylor at Sound Reservoir


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