Department of Youth Justice, Employment, Small business & Training


Whatever your gender, whatever your background, from school leavers to TAFE grads, an apprenticeship is a great way to start a long-lasting and successful career. And it’s not just employees who benefit from an apprenticeship, there are grants and incentives to help employers too. We needed to communicate that everyone wins when they take on an apprentice.


We developed a series of key messages that enable the next generation of tradies, mechanics, light engineering workers and more to identify with the values reflected in the ads and picture themselves in an apprenticeship. We also targeted potential employers, enabling them to see the benefits of giving a trainee a chance. And we wrapped it all up with an overarching, positive theme – Apprenticeships work for everyone.