Explore your passion

Changing perceptions of apprenticeships
and skilled careers

Explore your passion is designed to raise awareness and shift attitudes of skilled career opportunities in South Australia that are achievable through the range of vocational education pathways, including upskilling, short courses and apprenticeships and traineeships.

The campaign builds on the momentum of the your passion campaign run during 2019 which started to raise awareness and change perceptions around 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 started to conduct our own research in late 2018, Changing attitudes towards skilled careers, October 2018 (PDF), to gain a better understanding of what South Australians thought of apprenticeships.  Over the last year awareness and perceptions have improved, however, more needs to be done.

School students think:

  • There remains 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 and vocational education 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.

Across both audiences, there remains a proportion of the population who simply hadn’t considered an apprenticeship or vocational education as appropriate to them and their career or job aspirations.

The idea of gaining additional skills and qualification, particularly through shorter, less expensive courses, which could assist with job progression or finding employment was seen to be even more relevant in the current climate.

This campaign responds directly to these insights.

What will the campaign achieve?

  1. Raise awareness of the skilled career opportunities in South Australia that are achievable through broad VET pathways, including upskilling, short courses and apprenticeships and traineeships.

  2. Reposition current perception of VET pathways and apprenticeships to a place or opportunity and aspiration - a strong option and direct pathway to work and an adaptable career.

  3. Change community attitudes towards the importance of skilled careers by showcasing the stories of people who have explored new training pathways.

Who are we talking to?

  • Secondary school students who are making decisions about what to study or which training pathway to pursue to build a career.

  • Young people not engaged in school.

  • Jobseekers.

  • University students open to considering other training pathways or additional/ complimentary training.

  • Mature-aged people seeking to re-enter the workforce or make a career change.

  • Parents and families.

  • School career advisers / VET coordinators.

What does it look like?

The campaign will appear across a range of media, including television, radio and a broad range of digital channels.

 

Here is a sample of what you might see:
 

  • Explore your passion television commercial

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.