Our writing style

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Numbers, dates, and times

Numbers

In general, it is preferred to use numerals for all numbers so it’s easier for users to scan.

• 2 years
• 4-year degree
• 5%

BUT spell out ordinal numbers from 1 to 9:

• first, second, third … ninth

Use numbers for ordinals larger than 9. Do not use superscript for st, nd, and th when writing cardinal numbers:

• 50th anniversary (NOT 50^th anniversary)

Note that there are some instances where you should defer to CP Style for all numbers:

• Editorial copy, such as The Hub, news releases, and newsletters
• Formal documents and writing, such as AU's annual report, strategic plan, and formal emails going to large audiences

Numbers should not start a sentence. Rework any sentence that starts with a number:

Write

There are 3 courses in session.

Instead of

3 courses are in session.

In the event that it is not possible to rework the sentence, spell out the number. Do not start a sentence with a numeral.

When 2 numbers appear consecutively in a sentence, spell out 1 of the numbers to avoid confusion:

• There are six 90-credit options of the Bachelor of Arts program at AU.

Use commas to separate groups of 3 digits in numbers with 4 or more digits:

• AU operates under the province of Alberta, offering university education to over 40,000 students a year.

Fractions

When possible, turn fractions into percentages or decimals to aid in scannability:

• Write ¾ as 75%
• Write two and a half days as 2.5 days

It is also acceptable to spell out simple fractions, however this may reduce scannability of the content. In this case, use hyphens:

• Three-fourths of the class indicated that they were in favour of the idea.
• One-third of respondents were unhappy with their experience.

Decimals

Use a 0 before the decimal point in numerals that are less than 1:

• The textbook weighs 0.85 kg.

Use cents when describing monetary amounts smaller than a dollar:

• Tickets were sold for 50 cents.

Telephone numbers

Telephone numbers should be separated by hyphens, so that mobile users can click on phone numbers on our website and email. Do not use spaces or periods around area codes. Do not use parentheses for area codes:

• 1-800-788-9041
• 403-298-2922

Dates

Use the month-day-year format in writing. Use the full, 4-digit year. Months should be abbreviated with the exception of March, April, May, June, and July. Do not use ordinal suffixes (st, nd, rd, th).

• June 25, 1970
• Jan. 1, 2021
• Oct. 31, 1990

In charts or tables where numeric date forms are preferred, use ISO style with full numbers to represent the year, month, and day. Separate each number with a hyphen:

• 2019-03-21

When writing about historic time periods, use the abbreviation BCE and CE instead of B.C. or AD.

Dollar amounts

For external content, use round numbers, the dollar symbol, and spell out large numbers.

Write

AU received $3 million in grant funding.

Instead of

AU received $3,001,756 in grant funding.

Times

Since our learners and team members sometimes live in other time zones, it is best practice to include the time zone when writing times. Use numbers for times with the exception of noon and midnight. Do not use the 24-hour “military” clock. Do not use ciphers (double zeros) to express whole hours. Use lowercase and periods for a.m./p.m. Do not repeat a.m. or p.m. when redundant:

• The class is held on Mondays from noon to 2 p.m. (Mountain).
• The meeting will take place on Wednesday from 6:30 to 8 p.m. (Mountain).

When writing the names of time zones, omit the word time. Also, it is best practice to leave out the words daylight savings or standard. As such, instead of writing Mountain Savings Time or Mountain Daylight Time, just write Mountain.

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Concise and relevant content

Our content should always be valuable, share-worthy, and digestible by all of our readers. We can achieve this in the following ways:

Convey a clear message

From a spontaneous tweet to an informative blog post, whatever your medium, your message should instantly be clear. In the digital age, readers are more likely to move on than they are to dig deeper to find what may be relevant to them. Especially when crafting long-form content, structuring your content right will help your message stand out.

Engage our readers

Wherever you can, choose active voice over passive voice. Refrain from over-iterating points you already made. Use positive language over negative phrasing that can sometimes sneak in. Avoid turning verbs into nouns, and if one sentence runs over more than two lines, consider breaking it up to keep your content digestible.

Be part of the conversation

Timing your content according to what the world, country, or industry is talking about, can make a considerable difference in how many eyes will see your work, and how much your readers will engage with it. Familiarize yourself with trending hashtags on Twitter, use Google Trends to check for current common search terms, and stay aware of important Canadian Commemorative and/or International Days your content could align with.

Structure content so it's reader-friendly

When reading a book or a magazine article, we take the time to read, word-for-word. On the web, however, readers scan information searching for only the bits of content that are relevant to them. To accommodate this online reading behaviour, there are a few methods we use to make long-form content more reader-friendly.

Important things first

The first and second paragraphs of an article or page are the sections people are most likely to read. That’s why the essence of your content should be right at the beginning, to get your message across and to entice further reading. In journalism, this prioritizing strategy is called “the inverted pyramid.”

Break up text

Large portions of text can overwhelm the reader, while bite-sized paragraphs and subheadings support content-scanning, and provide a clear narrative to your audience. Images or other visual elements not only help to break up text blocks but also increase the attractiveness of your content. When you are dealing with a lot of data, using tables or bulleted lists, help to create a clear information structure that’s easy to absorb. Use your own judgement when applying these tips, as too much of any method can have the opposite effect.

Summarize in headings and subheadings

Use headings to structure your paragraphs to provide a content outline, especially for quick readers. Each heading/subheading should convey the core message of the following paragraph, in the active voice, and include a related keyword.

Simple words

Accessible content is good content for everyone. Choose plain language and simple sentences over cleverness and industry jargon. Write to a Grade-8 reading level.

Replace long words with simple words that most people understand and use:

Verbs vs. nouns

Use verbs instead of phrases with nouns formed from verbs:

Short sentences and paragraphs

Keep sentences and paragraphs short and concise. Use simple words, remove unnecessary words, and try to limit sentences to 1 idea. In general, paragraphs should not be longer than 4 sentences.

Active voice

Where possible, use active voice instead of passive voice. In an active sentence, emphasis is placed on the agent or “doer” of the action. The sentence is clear and direct. In a passive sentence, it may not be clear who or what is doing the action.

Example 1

Active voice

We made a mistake and haven't yet found a solution.

Passive voice

A mistake was made and a solution has yet to be found.

Example 2

Active voice

You must submit your application before we can make a decision.

Passive voice

Your application must be submitted before a decision can be made.

Positive or negative form

In general, avoid using negative verb forms to communicate what people may not or must not do. Oftentimes, the same can be communicated by using positive verb forms:

Example 1

Positive

You may submit your application upon paying the fee.

Negative

You must not submit your application until after you pay the fee.

Example 2

Positive

Team members are available to assist learners during normal office hours.

Negative

Team members are not available to assist learners outside of normal office hours.

Choose simple verb forms

Always use the simplest, active forms of a verb that will still convey the information.

Example 1

Write

Athabasca University will host a virtual convocation.

Instead of

Athabasca University will be hosting a virtual convocation.

Example 2

Write

We have been working on this project for nearly two years.

Instead of

By next week, we will have been working on this project for two years.

Flesch-Kincaid reading level

Use Siteimprove in Cascade CMS or in Microsoft Word to check the reading level of the text of your pages. The content should not be too difficult. Anything above a Grade 8 reading level will make it harder for users of the AU website to scan and complete their task.

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Punctuation

Ampersands

Avoid using ampersands (&) in all AU communications, including emails, newsletters, and websites. It is acceptable to use ampersands in tables, diagrams and infographics.

Apostrophes

Do not use apostrophes when writing the plural form of capital letters or numbers:

• We recommend you read all of the FAQs.
• The university was established in the 1970s. (But the ’70s)

An exception to this rule is made when it is necessary to avoid ambiguity:

• The learner completed their program with straight A’s.

Otherwise, when an apostrophe is used with capital letters or numbers, it is used to indicate possession:

• AU’s vice-president academic
• 2021’s biggest surprise

Colons

Use a colon in lines that introduce vertical lists and tables.

• Possible career options:
  • archivist
  • conservator
  • cultural resource manager

Do not use a colon when introducing a vertical list with a header.

When a list occurs inside a sentence, make sure the colon comes after a complete idea. This complete idea should be able to stand on its own:

Example 1

Write

Possible career options for graduates of this program include the following: archivist, conservator, and cultural resource manager.

Instead of

Possible career options for graduates of this program: archivist, conservator, and cultural resource manager.

Example 2

Write

You will choose a specialization from 1 of 3 areas: art therapy, counselling psychology, and school psychology.

Instead of

The 3 specialization areas are: art therapy, counselling psychology, and school psychology.

A colon can also be used to signal further clarification:

• There were only 2 options to choose from: accept the circumstances or leave.

A colon is used to introduce a direct quotation longer than a simple sentence:

• Interim director of Learner Support Services Serita Smith said: “We’re pleased to receive this grant, which will enable AU to continue to expand our work in the important area of student mental health and wellness, and to ensure that the resources and supports meet the needs of our diverse learner population.”

Commas

Use a comma to connect 2 or more independent clauses with and, but, so, or, and yet. Commas are not used when connecting clauses that aren’t independent; ie - when they cannot stand on their own.

• He didn’t take the task seriously, but in the end it didn’t matter.
• The learner doesn’t have the prerequisites for the course, so they cannot take it this spring.
• The discussion was difficult but fruitful.

At Athabasca University we use the Oxford Comma. Therefore, in a list of 3 or more nouns or phrases, include a comma before the conjunction:

• Coursework includes 5 assignments, 2 projects, and participation in group discussions.

As we use month-day-year format to write dates at AU, use a comma to set off the year:

• June 1, 1970

Commas are also used in dates to separate the day from the month:

• Monday, July 6

When an adverbial phrase starts a sentence, it can be followed by a comma. In general, a comma is preferred when the adverbial phrase is longer than 4 words. For adverbial phrases shorter than 4 words, a comma is unnecessary:

• In the summer of 1970, Athabasca University was established by Order in Council of the Government of Alberta.
• At AU learners are advancing their careers.

Use a comma with a shorter adverbial phrase to show emphasis:

• By 1984, AU had outgrown its original facilities in Edmonton.

Contractions

Contractions (you’re vs. you are) give your writing a more casual and conversational tone. Feel free to use them on social media, in newsletters, or in direct email exchanges, if you see fit. Avoid them in AU website content and if you’re writing content that will be translated for international readers.

Ellipses

Ellipses should be used to bridge content within a quotation or sentence. This is often used to indicate omitted words within the quotation, but should be used only when necessary. You do not need to use ellipses at the beginning or ending of a quote or excerpt. Note that there are spaces on either side of an ellipses.

• Poverty is one of the main causes of this serious problem ... and the connection between socio-economic and cultural factors and the failure of our legal system to address the needs of many in our society.

Hyphens and dashes

The hyphen (-) joins words to create adjectival modifiers, also sometimes called compound adjectives. Hyphens help avoid ambiguity. Use a hyphen to join 2 or more words serving as a single adjective modifying a noun.

• The multi-million-dollar building houses a 5-ton sculpture in the foyer.

A hyphen is not needed where the first word in the compound adjective ends in -ly:

• I would prefer to buy a fully built house.
• NOT I would prefer to buy a fully-built house.

You do not need hyphens where meaning is instantly clear because of common usage:

• The government proposes a sales tax increase.
• NOT the government proposes a sales-tax increase.

Hyphenate well-known compounds of 3 words, like happy-go-lucky and 3-year-old.

Use a hyphen to join prefixes to proper names: anti-Liberal, pro-American.

Use a hyphen to join an initial capital to a word: T-shirt, U-joint, S-curve

Use hyphens to disambiguate similar words:

• correspondent (letter writer)
  • co-respondent (in court)
• resign (quit)
  • re-sign (sign again).

Use the hyphen when describing negative temperatures:

• It was -30 out that day.

Use hyphens to indicate a range of dates, pages, or other similar information. Spelling out the words is also acceptable.

• Read pages 23-45. Read pages 23 to 45.
• I served as the group’s president 2002-2006. I served as the group’s president from 2002 to 2006.

Always use the em dash (— long dash) rather than the en dash (– short dash). Note that there is no space added on either side of an em dash.

Em dashes are useful, but can be easily overused. Avoid using more than 1 or 2 sentences with em dashes in any section of writing, as they can quickly become a distraction to your reader.

Use an em dash in 2 main instances. First, it can create a longer pause in text than a comma would. Use it where you want to show emphasis, but where you want to avoid other punctuation like a colon or parentheses.

• He overcame a lot of adversity to be able to attend school—most significantly the generational poverty in his family.
• There are good reasons to avoid crowded places while ill—like protecting those around you.

Second, it can be used to set off a section of a sentence similar to commas, but where you want to indicate more emphasis or where using commas might cause confusion.

• She considered courses from three faculties—humanities, science, and business—before registering.
• NOT she considered courses from three faculties, humanities, science, and business, before registering.

Also use an em dash when attributing a quote that is standing alone and is not part of body copy.

“A university should be a place of light, of liberty, and of learning.”

—Benjamin Disraeli

Percentages

In running text, tables, lists, and infographics, use the percentage symbol (%). Avoid use of the words percent or per cent.

Periods

Do not use periods in acronyms and initialisms:

• BC
• MST
• USA
• AU

AU is always written without periods.
See University name

Possessives

Apostrophes are used to denote ownership. Singular and plural nouns not ending with an s should use an apostrophe plus s to form the possessive case; plural nouns ending in s use the apostrophe alone at the end of the word. When used with the name of a place or organization, and it ends with an s, treat it as a singular term.

• the learner’s responsibility
• learners’ responsibility
• She was looking for the women’s bathroom.
• Indigenous peoples’ history
• Chris’s textbook was badly damaged.

However, if the word or proper name ends in a z sound, it will often only take the apostrophe:

• Taking into account Mars’ gravitational forces
• Through Diaz’ efforts, we were able to achieve

Quotations

We use double quotation marks (“x”) to mark the beginning/end of direct speech and to mark a phrase that is being discussed, or that is being directly quoted from somewhere else. Single quotation marks (‘x’) are only used to set off quoted material inside a quotation.

Short quotations can be inserted into the text with double quotation marks. Longer quotations should go in their own paragraph(s).

Use singles quotes to indicate a quote within a quote:

• “She always said ‘Don’t touch the stove!’”

Do not use single quotes as “scare quotes” or for emphasis.

When using a quotation in running text, attribution can be done in either past tense or present tense, i.e. she said or she says, but it must be consistent throughout the document.

Semicolon

Use a semicolon to join 2 closely related independent clauses. An independent clause is able to stand on its own as a complete sentence.

• I don’t think I can buy this book at a local bookstore; the AU library is the only place I know that will have it.
• Too many mistakes were made; it just wasn’t meant to be.

Semicolons are used to separate items in lists where the items within the list might need commas:

• The meetings will be held on Monday, May 1; Wednesday, May 3; and Tuesday, May 9.

Semicolons are also used with commas when 2 independent clauses are linked using conjunctive adverbs. Examples of conjunctive adverbs include however, nevertheless, otherwise, therefore, moreover, and consequently.

• Learners are not expected to memorize all the terms; however, doing so will be beneficial in their careers long-term.
• The diploma can be completed in less than two years; therefore, it is more popular than the degree program, which takes longer to complete.