Fire It Up Campaign Working for Young People's Interest in Apprenticeships
Interest in apprenticeships has been boosted by the Fire It Up campaign, which was launched in January of this year.
At the time of the campaign launch just 14 per cent of young people said they were considering an apprenticeship, according to the Department for Education. Nine months on this figure has risen to 71 per cent.
Fire It Up, which replaced the DfE’s old “Get in go far” apprenticeships campaign, is moving into its second phase. The first phase involved promoting apprenticeships to young people, parents and employers through a series of adverts on national TV and social media, featuring real-life apprentices.
The second phase will broaden the activity to focus on those audiences that contribute to widening participation in apprenticeships such as those from disadvantaged backgrounds, women in under-represented sectors, low paid workers, people with learning difficulties or disabilities and people from ethnic minority backgrounds.