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Change is in the air,
Monash calls for action, care,
Create change, if you dare.
Monash University's award-winning #changeit campaign unveils 'create change' phase
Monash University has unveiled the next phase of its acclaimed #ChangeIt campaign, aptly named 'Create Change'.
The campaign, which has been lauded with several awards, including the Pioneers of International Education (PIE) Campaign of the Year 2019 and the D&AD Graphite Pencil Award 2020 for use of media, is also set to evolve throughout 2024.
The latest 'Create Change' phase employs artificial intelligence to generate videos of individuals' younger selves, posing the question of whether their past selves would be proud of their present accomplishments. This approach aims to forge an emotional connection between the achievements and contributions of Monash community members and their respective fields and communities.
Fabian Marrone, Monash University's Chief Marketing, Admissions and Communications Officer and Vice-President, stated the campaign serves as both a reminder and an invitation to help Monash #ChangeIt for future generations. Create Change has a focus on Monash's scale, scope, expertise and partnerships to create change at a global level.
"The major challenges facing our communities require a broad and sustained focus, and a strong commitment from the entire community - including universities, government, industry and media - to be adequately addressed," Marrone said.
Beyond its emotional appeal, the campaign is designed to act as a call to action for prospective students, researchers, future staff, and alumni and donors.
"If you want to change your life, your career, your community, or the future, Monash is your destination to create change,"Marrone added.
The campaign videos have been disseminated across University channels, in the media, and on social platforms. The #ChangeIt campaig scored gold for design and bronze for media at the Cannes Festival of Creativity 2021, was shortlisted for media at the Cannes Festival of Creativity 2023, and won Best in Show at the Melbourne Creativity Showcase in 2023.
The 'Create Change' phase of the campaign is set to continue its development throughout 2024, promising more innovative and impactful content from Monash University.
