Changes to perceptions surrounding apprenticeships and vocational education pathways will be the focus of a new State Government advertising campaign being launched today.

Minister for Innovation and Skills David Pisoni said the $1.6 million investment in the ‘Skilled Careers – Your Passion’ advertising campaign is vital to promote the benefits of commencing an apprenticeship or traineeship, and to restore the prestige and value of a skilled career pathway.

“The campaign is an important part of the $203 million Skilling South Australia program, which is reversing the dramatic decline in apprenticeships and traineeships in South Australia under Labor by creating an additional 20,800 apprentices and trainees over four years,” he said.

“The Marshall Liberal Government is building a workforce that’s equipped to deliver on the needs of employers and our growing industries such as Defence, creative industries, health and aged care.

“We are addressing the misconception that rewarding careers only come from attaining a university degree.

“Only by understanding the opportunities that skills careers offer will we increase genuine interest in apprenticeships and traineeships. This marketing campaign will help to broaden community understanding about the opportunities available through skills training pathways.

Minister Pisoni said this advertising campaign will give young people, teachers, principals, careers counsellors and families accurate information and excite them about opportunities and career outcomes that are possible by undertaking an apprenticeship or traineeship.

“We know that of the predicted top 50 occupations with the most growth over the coming years, the vast majority will need technical skills,” he said.

The Skilled Careers – Your Passion campaign starts on Sunday 12 May across social media, digital, radio, print and TV platforms, and coincides with National Careers Week, which runs from 13-19 May.

“This campaign is informed by local market research and will generate greater awareness about the rewarding careers that can be pursued through apprenticeships and traineeships. The campaign also showcases local talent within our creative industries sector” Minister Pisoni said.

The campaign will be launched today at the Adelaide Careers and Employment Expo, at the Adelaide Showgrounds and features an Interactive Skills Zone where attendees can try their hand at a skilled career.

For more information about apprenticeships and traineeships visit the Skilled Careers website.

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