New Campaign Launched to Address Australia’s Planner Shortage

By Robert Heyward

The Planning Institute of Australia (PIA) has launched a significant new campaign aimed at addressing the critical shortage of urban planners and encouraging school students to consider a career in this vital field.

“Urban planning is crucial for Australia’s future, as planners are responsible for developing the strategies that help manage population growth and create thriving communities,” said PIA CEO Matt Collins.

Australia is currently facing a shortage of urban planners, with data from Jobs and Skills Australia indicating a shortfall across most states and territories. PIA’s own analysis of census data reveals that 43% of local government areas lack a planner within their ranks, highlighting the severity of the issue.

“Despite this shortage, university programs in urban planning are also under pressure, and this is a challenge we must overcome,” Mr. Collins emphasized. “Planning is a fulfilling career that allows you to have a positive impact on the future, but too few students are aware of what planning involves or the opportunities it offers. Our new ‘Become A Planner’ campaign is designed to showcase just how rewarding a career in planning can be.”

The campaign aims to educate and inspire students by explaining what urban planners do, the potential career paths available, and the steps required to become one. It is built around three key messages:

• Planning is a rewarding career

• Planning is an exciting career

• Planning is a career that makes an impact

These messages are specifically tailored to resonate with high school students. The campaign highlights the exciting opportunities that a career in urban planning can offer, such as contributing to the planning for Brisbane 2032: The Olympics and Paralympics Games, or playing a pivotal role in tackling national and local challenges like housing affordability and climate change.

The central hub of the campaign is the Become A Planner website (becomeaplanner. com.au), which will continue to expand with new content and interactive features.

The campaign will be promoted across various platforms, including targeted digital and traditional advertising, increased presence at careers fairs and in-school presentations, and through co-branding and partnership opportunities within the broader profession.

“The planning profession is essential in addressing major national policy issues. If we want to ensure thriving, resilient, and sustainable communities for the future, we must invest in nurturing the next generation of planners,” Mr. Collins concluded.