Modern Apprenticeships runs across England and is managed by The Learning and Skills Council, the government agency charged with raising the level of skills and knowledge of young people and adults.
Walsh Trott Chick Smith has been briefed to target potential employers to increase the places available for young people on the scheme. The objective for the advertising campaign, which is likely to include TV, is to encourage them to take on apprentices.
Employers can do this by hiring a young person aged 16 to 24 as an apprentice or enrolling existing staff on the programme. Either way, employers receive financial assistance toward the cost of the training and assessment from the Learning and Skills Council.
An apprenticeship normally lasts between one and three years.
The two agencies, which declined to comment, were handed the business following a strategic pitch against BMP DDB and Starcom MediaVest (Marketing, December 3). Creative and media agencies were paired up by the COI as part of the review.
Last year, the organisation ran an advertising campaign on MTV. The activity aimed to encourage young people to apply for the scheme.
It consisted of two executions featuring six real-life apprentices pursuing careers ranging from textile design to car maintenance.