Govt launches ‘Fire it Up’ apprenticeship campaign

The Government has launched a new campaign to promote apprenticeships among young people, parents and employers. ‘Fire it Up’ is designed to raise awareness of the huge variety of apprenticeship options available for people of all ages and backgrounds.

The new campaign includes national TV and social media adverts, and a website that provides helpful advice and information as well as access to thousands of apprenticeship opportunities across the country.

Meanwhile, the government is to write to the largest school trusts who have not published information on their website about how they will ensure providers of vocational education are able talk to pupils in their schools.

The Baker Clause, which the government backed in January 2017, stipulates schools must invite a wide range of education and training providers in to help young people choose the right career path for them.

We need to make sure that young people have access to information about all of the opportunities that are out there .

Damian Hinds, Education Secretary

Education Secretary Damian Hinds said the UK’s apprenticeship system is “coming of age”, with leading employers waking up to the benefits apprenticeships can bring.

“The sad truth is that outdated and snobby attitudes are still putting people off apprenticeships which means they’re missing out on great jobs and higher salaries – many of them in the sorts of firms graduates look to land jobs with after university,” he stated.

“It’s vital that we challenge people’s thinking about apprenticeships which is why the government’s new ‘Fire It Up’ campaign will aim to shift deeply held views and drive more people towards an apprenticeship.

“At the same time we need to make sure that young people have access to information about all of the opportunities that are out there so we are taking action to make sure all schools invite a wide range of providers in to help young people choose the right career path for them.”

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