This is language to consider for any comms coming from us at AQA, to our target audience, regardless of channel.
What we love
- Learners
- Rolling up our sleeves
- Mentors
- Nurturing
- Knowledge and expertise
- Shape futures
- Upskill
- Asked ourselves
- Question
- Constantly improving
- Working together
- Always changing
- Fairer assessment
- Trustworthy
- Future thinking
- Designing
- Approachable
- Pursuit of learning
- Equal
- Drive
- Confident
- Open doors
- Most chosen awarding body
This is language we recommend using, to best show how AQA understands the role of teachers, learners and teams. We embrace a down-to-earth approach to things, and our attitude, as well as avoiding anything overly wordy, or any blanket statements.
What we stray from
- Students
- Crafting
- Being the ‘best’ – or any ‘high horse’ language
- Education is changing – or any blanket statements about education
- Perfect
- Faultless
- Unapologetic
- Exclusively
- Elite
- Passionate
- Stand aside
- Take a back seat
- Single-minded
- For-profit
- Supervise
- Future-proofing – and other 'business speak'
- Unrivalled
- Leading – used by all competitors
This is language we recommend avoiding, so as not to come across as condescending or unapproachable. This way we can keep well out of appearing superior, because at AQA we are in it with the teachers.
