Colleges have urged the government not to leave them out of apprenticeship policy.

Westminster kicked off a new advertising campaign last week calling on young people to “Get In, Go Far” by choosing an apprenticeship. The launch coincided with the introduction of 40 employer-designed apprenticeships in sectors including engineering, hospitality and the legal profession.

The government wants employers to be in the “driving seat” of apprenticeship reform, but Lynne Sedgmore, executive director of the 157 Group of colleges, said the FE sector had an important role to play.

“FE colleges have led the way in the increased delivery of apprenticeships in the past three years: while national apprenticeship starts have increased by around 50 per cent, college delivery has increased by over 80 per cent,” she said.

“We hope that government policy, while seeking to engage more employers in the design and delivery of vocational education, will also acknowledge the critical role that colleges play in its success. In particular, schools should be strongly encouraged to work with their local college so that more and more young people can understand the benefits of an apprenticeship or other vocational programme.”

Get In, Go Far features real apprentices talking about their experiences. Those taking part in the campaign will appear on television, posters, digital channels and in print media.