MORE than 100,000 people have responded to a television advertising campaign promoting modern apprenticeships.
The adverts, costing pound;1.5 million, ran for a month on channels ranging from MTV to ITV as part of a pound;16m three-year Learning and Skills Council marketing campaign.
“It’s fantastic that so many young people responded to the TV campaign,” said Bryan Sanderson, chairman of the LSC. “They know they need training and they want that training to put them on course to a good standard of living. It is extremely encouraging that more and more young people are seeing the importance of training.”
Construction and telecommunications are proving the most popular areas. MAs are well-established among civilian employers and are becoming increasingly popular in the armed services. More than 14,000 MAs are expected to be set up in the forces in the coming year, specialising in subjects ranging from engineering to agriculture.
Much of the demand for new recruits is in traditional employment areas where it is often wrongly assumed that opportunities are dwindling.
The Engineering and Maritime Training Authority alone says it needs 12,000 young people to start MA programmes each year to meet the industry’s needs.
MAs taking off, 50
