Changing perceptions of apprenticeships

The Your passion marketing campaign is designed to shift attitudes around skilled careers and demonstrate the opportunities and careers that come from undertaking apprenticeships and traineeships.

Why do we need a campaign?

In 2017, the Skilling Australia Foundation released Perceptions are not reality (PDF). Demonstrating a disconnect between the perceptions and realities of vocational education, the report generated the idea to run a marketing campaign to change perceptions of apprenticeships.

We conducted our own research in late 2018 to gain a better understanding of what South Australians thought of apprenticeships.

School students think:

  • There is a general push to attend university.

  • Apprenticeships are good for people who didn’t really like school and those who were better at hands-on work.

  • Apprenticeships are what you do if you want to become skilled in a trade such as hospitality, hairdressing, plumbing or electrical.

  • Apprenticeships offer fewer options than university.

Mature aged career seekers think:

  • Apprenticeships would only be relevant if offered in their desired vocation.

  • It’s not practical to spend years getting a qualification.

  • Apprenticeships are targeted at the younger generation.

  • Apprenticeships are hard manual labour.

To find out more about perceptions of apprenticeships in South Australia, read Changing attitudes towards skilled careers, October 2018 (PDF).

What will the campaign achieve?

The campaign aims to:

  • raise awareness of the careers that can be achieved through training and apprenticeships

  • reposition apprenticeships as first choice career paths in the minds of young people, aged 16-24 years, and key influencers including parents, teachers and careers advisors

  • inspire young people to take the next step towards starting an apprenticeship.

Who are we talking to?

We’re mostly talking to young people, aged 16-24, who are making decisions about the career they want to pursue. But we’re also talking to:

  • anyone considering re-entering the workforce or making a career change, because apprenticeships are an excellent option for people of all ages

  • parents and families who are helping potential apprentices make decisions about their future

  • career advisors and VET coordinators who are providing advice to students and career seekers about training options

  • the wider community

  • businesses employing, seeking or capable of employing apprentices.

What does it look like?

The campaign will appear across a range of media, including radio, television, newspapers, and outdoors on billboards and bus shelters. Mostly though, we will be using digital channels – websites, social media and web searches – because that is where our target market spends more time.


Here is a sample of what you might see:

  • Your passion video advert (30 seconds)


  • Your passion - radio advert
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Campaign assets

Discover the range of campaign materials available to support the promotion of skilled careers.


From posters and brochures to social tiles and web banners – assets are available to anyone wanting to support the campaign and raise awareness of apprenticeship opportunities.


Browse the library and download assets.