Monash University asks ‘is the next generation endangered?’

Monash University has launched the next phase of its brand campaign ‘Change It’ in the latest work from brand and experience agency, VLMY&R.

The campaign asks the question ‘Is the next generation endangered?’, highlighting the key themes and challenges of our age, including health, habitat, inequality and trust.

Fronted by babies who were born on the 1st of January 2020, the idea explores what Monash and the wider community are doing to ensure the next generation can thrive.

The campaign launched with a front-page wrap in Nine Entertainment’s The Age, and is accompanied by a 30 second film, as well as digital and outdoor executions. The campaign will continue to evolve throughout the year and will culminate in the premiere of a yet-to-be-named independent documentary based on the question: Will the next generation be endangered?


“It’s not often a few words can elicit such emotion,” said Jake Barrow, group executive creative director VMLY&R Sydney and Melbourne.

“This idea is powerful in its simplicity, yet complex in the issues it unpacks. We’re proud to be connecting people with avenues of change they wish to see in the world, in this next iteration of the Monash ‘Change It’ campaign.”

Monash University chief marketing officer Fabian Marrone added: “This next phase is a reminder and an extended invitation to join with Monash to #ChangeIt for future generations. No one organisation or person can solve these issues alone – we need to unite as a global community and ensure access to truths and facts rather than fake or partial news, to drive sustainable change and make a positive impact.”

VLMY&R has been Monash University’s creative agency of record since2015 when the account was won by Y&R. VLMY&R retained the account following a competitive tender and pitch process in 2019.


Monash University:
Chief Marketing Officer: Fabian Marrone
Director, Demand Generation and Audience Marketing: Caroline Knowles
Senior Manager – Demand Generation: Jane Mahuru
Senior Marketing Coordinator: Sarah Wood

Chief Creative Officer: Paul Nagy
Group Executive Creative Director: Jake Barrow
Copywriter: Locki Choi
Art Director: Lauren Regolini
Designer: Simon Gray
Integrated Producer: Fiona Norman
Editor: Alek Janev
Kenneth Chan: Head of Strategy
Managing Director: Sarah Bailey
Client Services Director: Vanessa Tout
Client Services Director: Katherine Chen
Group Account Director: Bindy Bassingthwaighte
Account Director: Charissa Martin
Account Director: Bianca Contrabona

Production Company: Sweetshop
Managing Director: Edward Pontifex
Producer: Nikolas Aulich
DOP: Liam Gilmour

Reprise Digital
Associate Media Director: Freya Cronin
Mollie Cowell, Content and Partnerships Manager: Mollie Cowell


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.