As a fundamental part of the Learning and Skills Council's overarching campaign: "Our future. It's in our hands.", Apprenticeship Week was created by government to talk in a focused way about skills and Apprenticeships. The week acted as a magnet to the media, employers, potential learners and partners. Press coverage around Apprenticeship Week reached 41% of all UK adults with total opportunities-to-see of over 62m. The impact drove a 51% increase in calls to the LSC Apprenticeships line with 7117 employer calls and 21,116 consumer calls during the month around the launch Find out more...

The objective of the campaign was to build awareness of the variety of appenticeships available to young adults in the UK, and to drive young people to action by either calling the information line or visiting the website.