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Skills for Life initiative sparks renewed interest in vocational paths
Thu, 4th Jan 2024

The Department for Education launches a new nationwide campaign, “Skills for Life: It all starts with skills”. It aspires to encourage adults, young people, and businesses to harness their potential by pursuing a variety of technical qualifications, training and skills. By uniting these groups under one creative, inspiring platform for the first time, the initiative illustrates the array of skill programs and technical training pathways available to foster career advancement and business growth.

Three inspiring characters feature in the campaign's launch film, which will air on national television, video-on-demand services, and in cinemas across England, as well as on radio and outdoor billboards from January through March. These individuals represent real learners who have embarked on their own unique training paths in recent years. The campaign uses dynamic advertising techniques to adjust messages according to the time of day, or day of the week, reflecting on the importance of seizing the day. The campaign's aim is to heighten public awareness of available options at all life stages and direct them to a new one-stop-shop website. This should make it easier for businesses and learners to find the resources they need to progress.

The Minister for Skills, Apprenticeships and Higher Education, the Rt Hon Robert Halfon MP, explained, "Throughout my political career, I have championed apprenticeships and skills, driven by an unwavering passion to ensure we are providing a ladder of opportunity to everyone across the country. Since 2010 we have revolutionised skills training and there are now more fantastic training opportunities available than ever before. Our new 'Skills for Life' campaign features real learners who have gone on their own transformative journey like Louisa from Winchester and who want to inspire others to have the confidence to follow in their footsteps."

Highlighting numerous technical education and training routes, the campaign places a particular emphasis on priority skills programmes such as apprenticeships, T Levels, Skills Bootcamps, Higher Technical Qualifications (HTQs), and free courses for Jobs. The campaign also serves to promote skill opportunities in sectors including digital, green/low carbon, construction and healthcare.

One such individual featured in the campaign is Louisa Seers, 28, from Winchester who recently completed her degree apprenticeship in business management with IBM. Commenting on her involvement in the campaign, Louisa said, "The campaign is inspired by people like me, each individual on a personal journey to gaining new skills and building a career for the future by harnessing their potential. I never imagined pursuing an apprenticeship – let alone two. Now, at 28 I can say it’s been one of the best decisions I’ve ever made. The Skills for Life website can help you realise how many paths there are available and can helpfully signpost to advertised positions with reputable companies, like IBM. I didn’t know what I wanted to do until the opportunity was in front of me – and now I’ve completed two apprenticeships and cannot wait to see what I’ll go on to learn next."