Prime-time TV ads aim to boost take-up of Train to Gain initiative

The government has launched a TV advertising campaign to encourage employers to continue training staff during the economic downturn.

Costing £2.4m, the prime-time ad blitz will highlight its Train to Gain support service in broadcasts during popular TV shows such as Coronation Street, Emmerdale and The Bill.

The service now includes ‘bite-sized’ modules of qualifications for businesses of all sizes, and has relaxed rules to allow more workers to get Level 2 (GCSE) and Level 3 (equivalent of two A-levels) qualifications.

John Denham, the secretary of state for innovation, universities and skills, said businesses needed to continue upskilling workers to survive the downturn.

“Investing in training is essential to any business, but it is more important than ever in the current economic climate,” he said. “Research shows that companies that don’t train are twice as likely to fail than those that do.”

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More than 100,000 businesses and 570,000 employees have benefited from Train to Gain since its launch in 2006, according to the Learning and Skills Council.

Meanwhile, supermarket giant Sainsbury’s is offering its 150,000-strong workforce the chance to gain formal qualifications in stock control and health and safety.