Modern Apprenticeships get £16m ad campaign

Learning and Skills Council (LSC) has launched a £16m advertising campaign to
promote the Government’s flagship Modern Apprenticeship scheme.

LSC aims to increase the number of people entering the scheme by around 35,000.
It hopes 28 per cent of 16-21 year-olds, or 175,000, will take up an
apprenticeship by 2004.

television advertising campaign and a new website will form the main thrust of
the promotion for the scheme, which allows young people to earn money for
work-based learning.

Sanderson, chairman of the LSC said Modern Apprenticeships should be
established as a valued route to further or higher education: "We need to
show young people that there is a ladder of opportunity through the workplace,
which can help fast-track them from school to a successful career."

By Ross Wigham

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