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Making vocational training “as prestigious a route as any other”

22.04.2025 - Delano

In the press

On 22 April 2025, education minister Claude Meisch unveiled the “Shape Your Future” campaign. The aim of this initiative is to encourage young people to choose apprenticeships as a career option.

Two boys, two girls. Smiles, fluorescent lighting, hashtags and video sketches that really pop. With the “Shape Your Future” operation, resolutely calibrated for an audience born after 2000, the education ministry is setting itself the ambition of “reaching young people where they are.”

And where are they? For the ministry, it’s online: the vast campaign promoting vocational training is being rolled out on a dedicated website as well as on Facebook, YouTube, Instagram, LinkedIn and TikTok.

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