Modern Apprenticeships: How advertising helped Modern apprenticeships take off

A work based training programme with a good reputation amongst its users but scepticism amongst non-users, the campaign wanted to give credibility to the brand. The TV campaign had a quick and decisive impact, with awareness growing to 85% amongst the target audience.. Agreement that they were a good option increased threefold and they were newly perceived to be relevant to a range of industries and to women. Achieved over 3,800 more apprentices than trend. The product wasn't news but attitudes were changed. Advertising costs of £300,000 generated a claimed £45m of private sector investment