Welsh Government - Apprenticeships

Case Study

The Question:

Apprenticeships offer huge benefits to businesses in Wales, but perceptions are poor. How can we encourage sign-up across key industries?

The Answer:

Create a rallying call to the employers of Wales. Motivate Employers both emotionally (give something back / ‘back young Wales’) and rationally (communicating the financial, practical and logistical support that is available to them).

The Result:

A campaign that created awareness on a national level whilst targeting businesses on a personal level through industry specific channels. Research shows a significant increase in both positive perceptions of apprenticeships (74%) and an increased understanding of the Welsh Assembly Government’s role in facilitating the scheme (from 8% to 31%).

74% increase in positive perception

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