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Learning & Skills Council North Yorkshire - Apprenticeships

“Northern Lights created a campaign which gave Apprenticeships the esteem and credibility that they deserve. Young people clearly changed their views through the Roadshows and are now looking at Apprenticeships as a serious option alongside sixth form and college. This is a real breakthrough and a significant achievement.”

The challenge for Northern Lights was to change the image of Apprenticeships to give them the same status as sixth form and college.

They created an edgy, youthful 40-minute Roadshow which they took to 33 secondary schools in North Yorkshire. They employed their own Apprentice who played a significant part in the presentations.

Other elements included lively literature, a DVD showing real young people and employers with music by an unsigned band.

The number of students expressing an interest in Apprenticeships was up 87% on the previous year – four times the target.