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Momentum Now language guide

This guide gives you practical guidance to understand and apply the tone and messaging from Monash University’s latest brand campaign, Momentum Now, clearly and consistently for any audience.

Below you will find an overview of the Momentum Now messaging, a messaging matrix and a checklist, with an example of how to apply the messaging across marketing and communications material.

Overview

Campaign value proposition

What it is	When to use	Example assets to utilise in
Explains the ‘point’ or ‘purpose’ of Momentum Now.	For marketing and communications material that describes or explains Monash generally	University profiles Reports Video scripts Media releases and media kits Staff emails (with exceptions e.g. operational/BAU communications) Student emails (with exceptions e.g. results releases and enrolment reminders) Alumni/donor communications (with exceptions e.g. event invitations and reminders) Presentations Social media Executive speeches Web pages that explain Monash to an external audience.

Narratives

What it is	When to use	Example assets to utilise in
Provides more context to complement the Momentum Now value proposition	For marketing and communications material that describes or explains Monash generally	University profiles Reports Video scripts Media releases and media kits Staff emails (with exceptions e.g. operational/BAU communications) Student emails (with exceptions e.g. results releases and enrolment reminders) Alumni/donor communications (with exceptions e.g. event invitations and reminders) Presentations Social media Executive speeches Web pages that explain Monash to an external audience

Thematic messaging

What it is	When to use	Example assets to utilise in
Application of Momentum Now tone in the context of areas and initiatives of focus for Monash	Only applicable to communications that focus on specific Monash initiatives	Including, but not limited to, any communications material related to: Brand First in Family (a campaign that empowers students who are the first in their family to attend university) Indigenous voices Flagship Rich Educational Experiences International

Campaign pillars

What it is	When to use	Example assets to utilise in
The four specific characteristics that Momentum Now highlights	For relevant contexts that might specifically talk to: Global connections Focus and urgency Capability and scale Our history of driving change	University profiles Reports Media releases and media kits Brochures and prospectuses Executive speeches Social media Course marketing Staff emails (with exceptions e.g. operational/BAU communications) Student emails (with exceptions e.g. results releases and enrolment reminders) Alumni/donor communications (with exceptions e.g. event invitations and reminders) Web pages that explain Monash to an external audience

Audience messaging/Call to action (CTA)

What it is	Example assets to utilise in
Momentum Now calls to action for specific audiences and stakeholders	Reports Brochures and prospectuses Staff emails (with exceptions e.g. operational/BAU communications) Student emails (with exceptions e.g. results releases and enrolment reminders) Alumni/donor communications (with exceptions e.g. event invitations and reminders) Executive speeches Video scripts Social media

Momentum Now messaging matrix

Below is the complete list of all messaging that is part of the Momentum Now campaign.

The bravest thing you can do is face the brutality of the truth and still feel inspired and energised to do something about changing it.
Monash is, and always has been, at the forefront of change and innovation.
We have the knowledge, the capability, and the will to reimagine our world. We are working with focus and at pace to tackle the challenges of the age.
Our global community has incredible capacity and momentum. Now is the moment we decide to create the change the world needs and look to the future.
Every second marks change
At Monash, we’ve been driving change for decades – when it mattered most.
We’ve harnessed our knowledge, capability, creativity and scale to make real change, every second of every day.
Today, we have the momentum to create the future we need for generations to come. There is no time to wait.
Every second marks change. Join us.
Impact in motion
Founded to meet the challenges of the age, we’ve created transformational change for generations.
Through education and research, we continually tackle the most pressing challenges of today and tomorrow.
From advancing healthcare and sustainability to fostering innovation and equity…our staff, students, graduates, and partners create impactful change, always looking ahead.
What we’ve achieved is remarkable – what’s next will be extraordinary.
Brand
Every second marks change.
We have momentum now… to create the future we need.
First in family
Monash has changed the lives of many students who were the first in their family to get a higher education and we are committed to accelerating opportunities for more from more diverse backgrounds to study at a top-50 global university.
Indigenous voices
Our commitment to Indigenous peoples and acknowledgement of their history creates a future of opportunity. Positive change for all our communities can be created through embedding knowledge and principles into the way we conduct research and education.
Flagship Rich Education Experiences
Our Flagship Education programs immerse students in transformative experiences equipping them to create the future they want for the world.
Global connections
Our global community is working across borders to confront the challenges of our time and create the change the world needs. Our community blends deep, regional expertise with a global perspective, ensuring our efforts create meaningful change worldwide.
Focus and urgency
At Monash, we are driven by a relentless focus to tackle the pressing challenges of today, working decisively and at pace to reimagine and reshape the future.
Capability
With unparalleled knowledge, capability, and determination, Monash continues to lead as a force for innovation and transformation, empowering a more sustainable world.
Continuum of change
Monash has a proud history of driving meaningful change through the constant evolution of knowledge and ideas. By harnessing our focus and momentum we tackle the world's biggest challenges with urgency and innovation to create lasting solutions for generations to come.
Donors
Your support makes change possible. Together, we have the momentum to create the future we need. Donate now.
Alumni
A legacy of change, a future of possibilities. Monash has always been about progress – and our global alumni community is driving lasting change. Discover how you can drive change with Monash.
Future students
Now is the moment to make the change you want. Study at Monash.
Every second marks change. Join us to make yours
This is your moment. Every second marks change. Join us.
Current students
Seize opportunity and accelerate your career – develop the capacity to transform yourself and the world.
Make every second count.
Staff
We have momentum now… to create the future we need. What we’ve achieved is remarkable – what’s next will be extraordinary.
Accelerate your change here.
Industry and government stakeholders
We have the knowledge, the capability, and the will to reimagine our world. We are working with focus and at pace to tackle the challenges of the age.
Media
We are working with focus and at pace to tackle the challenges of the age. We have momentum now… to create the future we need.
Monash spokespersons and corporate communications
We have the momentum now to tackle the challenges of the age.

Step-by-step checklist: Applying Momentum Now messaging

Know your audience
Are you writing for students, staff, government or industry? Adapt tone and emphasis based on the audience for your communications.
Choose your messaging pillar
What aspect of the brand campaign fits best? Select one or more of the themes above.
Decide which brand traits to emphasise
The Monash brand personality traits are Authentic, Ambitious, and Fiercely Purposeful. Refer to the Tone of Voice guidance on the Monash Brand Book to determine which brand personality traits are appropriate for your messaging.
Write clearly and directly
Avoid acronyms, jargon and buzzwords.
Show, don’t tell
Avoid saying Monash is “world-class” without proof. Use examples, statistics, rankings or outcomes to validate claims. Refer to resources such as the latest Monash University Annual Report, Our rankings or the Corporate slide deck to source relevant information.
Sense-check
Read it aloud when you’ve finished drafting. Does it sound like a real person from Monash would say it? Share it with a colleague for peer review to get a fresh perspective.

Example

Monash University boilerplate | general profile

Current	Revised with new campaign messaging
Change has been the driving force of Monash University’s growth and success for more than 60 years as we have strived to make a positive difference in the world, and it’s the foundation of our future as we redefine what it means to be a university. Our Impact 2030 strategic plan charts the path for how we will actively contribute to addressing three key global challenges of the age – climate change, geopolitical security and thriving communities – through excellent research and education for the benefit of national and global communities. We transform students into global citizens by providing an excellent and contemporary learning experience across our four Australian campuses, and our campuses in Malaysia and Indonesia. We have a major presence in India and China, and a significant centre and research foundation in Italy, and offer rich educational experiences including the Global Immersion Guarantee, which enable graduates to stand out in the employment market. We harness the research and expertise of our global network of talent and campuses to produce tangible, real-world solutions and applications at the Monash Technology Precinct, where our ethos of change catalyses collaboration between researchers, infrastructure and industry, and drives innovation through commercial opportunities that deliver positive impact to human lives. In our short history, we have skyrocketed through global university rankings and established ourselves consistently among the world's best tertiary institutions. We rank in the world’s top-50 universities in the QS World University Rankings 2025, QS Sustainability Rankings 2024, Times Higher Education (THE) Impact Rankings 2024 and US News and World Report (USNWR) Best Global Universities Rankings 2024-25.	Monash has a proud history of driving meaningful change for more than 60 years. By harnessing our focus and momentum, we tackle the world's biggest challenges with urgency and innovation to create lasting solutions for generations to come, redefining what it means to be a university. Our Impact 2030 strategic plan demonstrates how we act with purpose, moving at pace to address three key global challenges of our age – climate change, geopolitical security and thriving communities – through excellent research and education for the benefit of national and global communities. Our global community transforms students into global citizens through excellent and contemporary learning experiences. Across our Australian campuses, and our campuses in Malaysia, Indonesia and Italy, our community blends deep, regional expertise with a global perspective. We have a major presence in India and China, and offer rich educational experiences including the Global Immersion Guarantee, which enable graduates to stand out in the employment market. We harness the research and expertise of our global network of talent and campuses to produce tangible, real-world solutions and applications at the Monash Technology Precinct, where our ethos of change catalyses collaboration between researchers, infrastructure and industry, and drives innovation through commercial opportunities that deliver meaningful change worldwide. We shape the future – one breakthrough at a time – with world-leading knowledge, cutting-edge research, and the drive and scale to make a difference. In our short history, we have skyrocketed through global university rankings and established ourselves consistently among the world's best tertiary institutions. We rank in the world's top-50 universities in the QS World University Rankings 2025, QS Sustainability Rankings 2024, Times Higher Education (THE) Impact Rankings 2024 and US News and World Report (USNWR) Best Global Universities Rankings 2024-25.

Current

Revised with new campaign messaging

Change has been the driving force of Monash University’s growth and success for more than 60 years as we have strived to make a positive difference in the world, and it’s the foundation of our future as we redefine what it means to be a university.

Our Impact 2030 strategic plan charts the path for how we will actively contribute to addressing three key global challenges of the age – climate change, geopolitical security and thriving communities – through excellent research and education for the benefit of national and global communities.

We transform students into global citizens by providing an excellent and contemporary learning experience across our four Australian campuses, and our campuses in Malaysia and Indonesia. We have a major presence in India and China, and a significant centre and research foundation in Italy, and offer rich educational experiences including the Global Immersion Guarantee, which enable graduates to stand out in the employment market.

We harness the research and expertise of our global network of talent and campuses to produce tangible, real-world solutions and applications at the Monash Technology Precinct, where our ethos of change catalyses collaboration between researchers, infrastructure and industry, and drives innovation through commercial opportunities that deliver positive impact to human lives.

In our short history, we have skyrocketed through global university rankings and established ourselves consistently among the world's best tertiary institutions. We rank in the world’s top-50 universities in the QS World University Rankings 2025, QS Sustainability Rankings 2024, Times Higher Education (THE) Impact Rankings 2024 and US News and World Report (USNWR) Best Global Universities Rankings 2024-25.

Monash has a proud history of driving meaningful change for more than 60 years. By harnessing our focus and momentum, we tackle the world's biggest challenges with urgency and innovation to create lasting solutions for generations to come, redefining what it means to be a university.

Our Impact 2030 strategic plan demonstrates how we act with purpose, moving at pace to address three key global challenges of our age – climate change, geopolitical security and thriving communities – through excellent research and education for the benefit of national and global communities.

Our global community transforms students into global citizens through excellent and contemporary learning experiences. Across our Australian campuses, and our campuses in Malaysia, Indonesia and Italy, our community blends deep, regional expertise with a global perspective. We have a major presence in India and China, and offer rich educational experiences including the Global Immersion Guarantee, which enable graduates to stand out in the employment market.

In our short history, we have skyrocketed through global university rankings and established ourselves consistently among the world's best tertiary institutions. We rank in the world's top-50 universities in the QS World University Rankings 2025, QS Sustainability Rankings 2024, Times Higher Education (THE) Impact Rankings 2024 and US News and World Report (USNWR) Best Global Universities Rankings 2024-25.

Brand book

Brand book

Momentum Now language guide

Momentum Now language guide

Overview

Momentum Now messaging matrix

Every second marks change

Impact in motion

Brand

First in family

Indigenous voices

Flagship Rich Education Experiences

Global connections

Focus and urgency

Capability

Continuum of change

Donors

Alumni

Future students

Current students

Staff

Industry and government stakeholders

Media

Monash spokespersons and corporate communications

Step-by-step checklist: Applying Momentum Now messaging

Example