TVET Smart
Client
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Partnership with RMI and German Chamber of Crafts (HWK Erfurt)
Impact area
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Public Relations, Skills Development Advocacy, Stakeholder Communication, Industry Awareness, Education Perception
The Brief
- Develop a visual campaign in the Eastern Cape to raise the image of technical qualifications in the automotive sector to coincide with TVET Month. The PR project ran for two months over TVET month.
- Target messaging for employers and potential apprentices looking for a career in the sector.
- Address automotive skills shortages, reduce unemployment and contribute to meaningful transformation.
Objectives
- Improve perception of colleges and training
- Neutralise negative perceptions in the market through positive and credible case studies and testimonials
- Highlight young, successful and passionate people in the sector
- Attract more women
- Highlight employers investing in artisans and changing the face of the sector
- Position the Chamber of Crafts Erfurt (HWK Erfurt) as a global leader in training
- Demonstrate value to employers
Results
Running over two months, the campaign delivered measurable impact while building meaningful connections across the skills ecosystem. Beyond achieving 123 media placements and reaching a potential audience of over 7.7 million, the real success lay in direct engagement with TVET colleges nationwide, connecting with students at a critical decision-making stage and positioning the sector as a viable, future-focused career path.
At the same time, the campaign actively engaged industry stakeholders, strengthening the link between training and employment by promoting placement opportunities and encouraging employer participation. This dual focus – nurturing a pipeline of work-ready graduates while aligning industry to absorb this talent – ensured the campaign delivered not just visibility, but tangible, long-term value for both education and industry.
Media placements
0
PR value
R0m
Potential readership
0m
