The majority of students finishing elementary school are going straight to high school. With the "Hands On Campaign" we wanted to inform students about vocational education as an attractive option to High School.
"Hands On" was a mobile road show, visiting elementary schools nationwide. A famous TV host and three students moderated, telling the audience about the ups and downs of a vocational education in a fun and informative way. The show met the target audience at "eye level" and on their own turf. Before and after each show, we had the audience vote on whether they would consider taking a vocational education. On average, there was a 10 % increase in the numbers of students who intended to take a vocational education after each show.
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