Changing negative perceptions of TVET required the key ingredients of creativity and flexibility in a campaign in Botswana to make vocational training “cool”. This was the theme of a national communication campaign begun in 2019 and funded by the European Union. The project was implemented by Young Africa Botswana, a local NGO.
The aim was to raise the appetite for vocational training, or TVET, without being too critical of relevant stakeholders as we needed to keep them on our side! The way to do so was to push and nudge from all sides. Happily, the EU was supportive and allowed us to constantly evaluate and adjust the route, ensuring flexibility, while interactive theatre, social media, influencers, art, panel discussions and weekly interviews on radio allowed us to be creative. [Read more...]