According to a study carried out by Dansk Industri (DI) the Danish labour market will be lacking 44,000 skilled workers by year 2025 if the patterns that currently exist in the choice of education and employment continues. Danish organisations connected to the labour market point out different reasons for the future lack of skilled workers. The main explanation from DI is a declining inclination among young people to take a vocational education. Arbejderbevægelsens Erhvervsråd (AE) notes in a recent survey, how Danish young people tend to choose an education similar to their parents in both level and field. AE therefore suggests that nature and nurture as well as the offered student and career guidance for the oldest pupils in primary school all tribute to the declining inclination to take a vocational education.
This project concentrates on these above-mentioned reasons for the future lack of skilled workers and how the problem can be solved by communication. The purpose is to find out how young people decide on which education to take and how the Danish organisation Dansk Erhverv through a communicative campaign can increase the interest in vocational education.
The project is based on a focus group interview with six pupils from the three last grades in a Danish primary school focusing on the aforementioned conditions. Furthermore a product test of three prototypes of posters for the campaign by Dansk Erhverv has been crucial for answering our problem statement.
Based on our conducted focus group interview and product testing, we have acknowledged that we cannot reach a clear conclusion on our problem statement.
The product test did not give us much information about how a campaign by Dansk Erhverv can create initial attention and curiosity towards vocational education. We learned that the best way to convince our target group to take a vocational education isn’t necessarily by exposing them for posters.
Based on the interview and product testing we have therefore designed a new communicative campaign. The campaign's goals and strategy are still the same as before as well as the sender still is Dansk Erhverv. However, we have expanded the target group and changed the content of the
campaign. The project's final proposal for a campaign by Dansk Erhverv is designed as teaching resource to be used by the school's student and career guidance. The campaign's consists of a
personalized booklet of all existing vocational education programs as well as an informative and inspirational flyer for the pupils to bring home.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||29 maj 2017|