Welsh Assembly launches Access apprentice campaign
The Welsh Assembly Government is working with Manchester agency Access on a campaign to increase take up of apprenticeships and improve skills in the workplace.
Running for 18 months, the work aims to change employers' attitudes towards skills and learning and will see Access handle on and offline creative, search marketing, copywriting, production of multilingual content, market testing and evaluation of marketing activity.
The agency was appointed through the Central Office of Information's regional framework for Wales following a pitch and it will work on the campaign with the Department for Children, Education, Lifelong Learning and Skills (DCELLS).
Access's first work aims to improve perceptions of work-based learning among SMEs and encourage them to take on more apprentices now, so they will have a skilled workforce in place when the economy improves.
Derek Allen, senior marketing manager, Knowledge Management Division of DCELLS, said: “The ultimate intention of this campaign is to help raise the profile of these learning activities through long term attitudinal change and by creating a climate where these skills are valued and welcomed.
"We know this is not going to be a quick fix, but will require long term sustained marketing and communication, and that’s why we sought a long-term creative partner for the delivery of this marketing activity.”
Simon Landi, managing director of Access, added: "I think it’s great that the Welsh Assembly Government has recognised this need for investment, and is putting so much support behind it, at a time when most businesses are looking to cut costs."