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.
CREDITS
Client
Communications Council
Professional Development Manager: Linda Anderson
Agency
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
Production
Photography: Andrew Goldie
Design/Art Direction: Michael Kleinman
Radio
Creative Director: Ralph Van Dijk at Eardrum
Sound Engineer: Paul Taylor at Sound Reservoir
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