Your passion – our multifaceted marketing campaign

Skilling South Australia has a clear purpose – to increase apprenticeships and traineeships, leading to lasting careers, and to grow our skilled workforce in preparation for the wave of massive economic opportunity coming from growth industries, such as defence, digital, cyber security and health.

We are supporting this objective with a multifaceted marketing campaign to raise awareness, change perceptions and increase interest in apprenticeships and traineeships.

Why do we need a campaign?

Extensive research at both a state and national level indicate a lack of awareness and misconceptions about apprenticeships and traineeships and the opportunities they present.


The research showed one of the most significant factors impacting on young people considering an apprenticeship was the overall public perception of apprenticeships and vocational education and training (VET) in general as a secondary or ‘fall back’ option to university.


We are running a multifaceted marketing campaign to change perceptions and shift how people see apprenticeships, promoting them as a first-choice pathway that can lead to rewarding, well-paid and transferable careers with lots of opportunities to move up.

What will the campaign achieve?

The campaign aims to:

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

  • reposition traineeships and 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 getting an apprenticeship or traineeship.

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 and traineeships are an excellent option for people of all ages

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

  • careers advisors and VET coordinators who are providing advice about higher education and training

  • 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 - radio advert
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Campaign assets

We have a range of campaign assets available to anyone who wants them – from posters and brochures to social tiles and web banners.

If you want to show your support for the campaign and raise awareness of the benefits of apprenticeships, take a look through the library and download what you want now.

Skilling South Australia is backing innovative projects