Creative earners
Fun rocks and money talks
Every other year, Creative Earners invites graphic designers and related professionals from across Canada to complete a confidential online survey to provide information about their salary and billing practices in the Canadian graphic design and communications industry. The results of the survey help raise awareness of the country’s thriving creative industry and provide an economic profile of the field. Unlike previous years, though, the survey was launched at Design Thinkers, an annual Design Conference in Toronto. The goal of the campaign was to attract the attention of a creative audience at the conference and have them complete the online survey on-the-spot.
As a creative, being proud of your work comes naturally. You’ve worked hard and you should be paid what you’re worth. The only way that’s possible is when the stigma of “let’s talk money” is eliminated. The goal of the campaign was to attract the attention of a creative audience to complete the CE online survey. By embracing the topic of money, we developed tactics to encourage participation, from money notepads to an InstaMoneyMachine booth.
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Pulling from the insight that Creative people don’t like to talk about money, we embraced the topic of money head on and developed a number of relevant tactics, including a "fake" money pad, photo booth at the event, on-line survey and website, social media and print and digital ads. Attendees were invited to enter our InstaMoneyMachine after taking the survey and have a shareable boomerang photo taken posing with fake money. On completion of the survey, they were also eligible to pick up the notebook that represented the denomination of their choice.
We proved that #moneymatters as close to 500 surveys were completed in the first two days and survey completion rates increased by 25 percent. Survey responses increased by 1002 to 4,102 compared to 3,010 in 2017 and 2,900 responses in 2014.
Printer: Moveable Type
