Although the social perception of FP has changed a lot over the last few years, there are still many stigmas and reluctance among young people and their families regarding this training model.
Under the title La Generación que rompe moldes and within the framework of the #SéDual initiative, the Bertelsmann Foundation is once again launching a new campaign to promote dual vocational training aimed at young people aged between 16 and 21. The aim of this initiative is to break down widespread prejudices about dual vocational training, present success stories of former students and offer valuable data and information for future students.
Breaking moulds
Although the social perception of vocational training has changed a lot over the last few years, there are still many stigmas and reluctance among young people and their families about this training model. Through the testimony of Júlia, Omar and Sandra, three former dual vocational training students, the campaign highlights how this training path is a lever to accelerate the labour insertion of young people, to achieve long-term careers, to break down gender stereotypes and to achieve successful personal projects.
In addition to Júlia, Omar and Sandra, the campaign features six other protagonists aged between 19 and 25 from Madrid and Barcelona who have opted for dual vocational training in sectors such as insurance, aeromechanics, healthcare, renewable energy, industry, marketing and advertising, web and app development, industrial laboratory and logistics. Through short videos recorded in Instagram reel format with a dynamic tone and full of graphics and superimposed images, the students share their experience with dual vocational training and explain why they believe it is a successful training.
Influencers to reach Generation Z
The Bertelsmann Foundation is launching the campaign on various channels, including the Bertelsmann Foundation’s social networks, on YouTube and also on Google, combining static content with videos and banners.
In addition, it features various influencers who will create specific content within the framework of the campaign and will echo the advantages of this innovative training modality among their thousands of followers. On this occasion, the campaign will also feature the recording of a video podcast by Berta Aroca, content creator and co-presenter of the Loft programme on iCat.
Collaboration with the Z Zurich Foundation
In this edition, the campaign will feature the collaboration of the Z Zurich Foundation, an entity that promoted the Dual FP in Insurance in 2017, a curricular adaptation of the Higher Degree in Administration and Finance with two modules in insurance and that currently continues to support together with the MAPFRE Foundation, UNESPA, FECOR, ADECOSE Foundation, Auditorium Foundation, AEMES, the General Council of the Colleges of Insurance Mediators, CECAS, ICEA and the Colleges of Mediators. On this occasion, a Dual FP student in Insurance has joined the #SéDual campaign to expand the range of successful experiences that young people can find on the main website of the campaign.
