AWARD is aiming to improve diversity in the advertising industry in Australia by broadening the appeal of its Award School program in 2019. It is presenting Award School as a career option for creative talent regardless of geographical location, education, status, experience, or gender with its 2019 campaign, Only Ideas Wanted.
The campaign concept was developed by 2018 AWARD School graduates, Kerstin Loop and James Steer.
In an AWARD School first, the course will also 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 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, commented, “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.”
Host/Havas Sydney 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.”
AWARD School has been running since 1983 and has become 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 is being rolled out via online and social. 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 7, with an application deadline of February 29. 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).
An AWARD School info night will be held in capital cities on February 6. Register your interest here.