LSC teams up with MTV for promotion

The Learning and Skills Council (LSC) has teamed up with MTV to develop a TV campaign to promote its modern apprenticeships (MA) programme, which allows 16- to 24-year-olds to earn money and gain a qualification at the same time. The campaign consists of two films which feature six real-life apprentices pursuing MAs ranging from textile design and technology to car maintenance. One film stars Diane Garnett who, viewers are told, is mad about cars. She is then seen under the bonnet and changing tyres. The films air this week on MTV and form part of the LSC's £16m marketing campaign to promote MAs to young people. The films were created in-house at MTV by its sales house Viacom Brand Solutions.

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