‘For the U in edUcation’ – ‘Die Duale’ campaign for BMBF and the agency Neues Handeln AG, photographed by DARIUS RAMAZANI
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
The dual vocational training system is the most common form of vocational education in Germany. It combines on-the-job vocational training with theoretical courses of study at a vocational school.
The cross-media campaign ‘Die Duale’ was photographed by DARIUS RAMAZANI for the agency Neues Handeln on commission for Germany’s Federal Ministry of Education and Research (BMBF).
The campaign showcases the dual vocational training system as an attractive form of education offering great potential for the future. The range of services consisted of photographing motifs for the ad, media placement and social media. Specific claims and motifs address the two separate target groups of potential apprentices as well as their parents and the social environment of young people during career orientation.
“The dual vocational training system is a successful way to start a career. With more than 300 recognized occupations that require vocational training in Germany, the dual system covers all areas of interest for young people with talents of any kind.” BMBF.
The campaign underscores the importance of well-trained and educated specialists for society in order to meet challenges such as the energy transition and digitalization.
In Germany, the dual vocational training system formally emerged after the passage of the Vocational Training Act of 1969 and is standardized across the country and all industries. Its historical predecessors include the guilds of the middle ages founded in places of trade in 12th century Germany. The guilds established the principle of learning from a master craftsman of a company and in cooperation with experienced co-workers.
“By beginning an education within the dual vocational system, young people are making a good decision for their future. Vocational training today is innovative, international and flexible. Excellently trained, qualified personnel have outstanding career opportunities and are urgently needed to master the energy transition and digitalization.” Bettina Stark-Watzinger, Federal Ministry of Education and Research.
Why the campaign is so important at this particular time is certainly owed to the lack of interest to some extent in apprentice positions within the dual system, which was documented in a fact sheet by the Federal Ministry of Economic Affairs and Climate Protection in 2022. According to which the number of new apprenticeship contracts had sunken by 146,400 from 2008 (616,300) until 2022 (469.900). 63,200 registered apprenticeship positions were not occupied in 2021, and 24,600 applicants did not find a position that same year.
The campaign was produced by Lunik.
GoSee : die-duale.de
CREDITS
Production Lunik
Advertising Agency neues handeln AG
Styling Doreen Regel c/o basics berlin
Hair & Make-up Christa Raqué
Props Doreen Regel c/o basics berlin
Photographer Darius Ramazani
FEATURING: Lunik+1
About DARIUS RAMAZANI
Darius Ramazani is a Berlin based photographer & director with a focus on portrait, people, advertising and social campaigning.
GoSee : ramazani.de
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