Building a future that fits your passions – this is the promise of Luxembourg’s Shape Your Future campaign. Launched in April 2025, this initiative is a joint effort by the Ministry of Education, Childhood and Youth, together with the Chamber of Commerce, Chamber of Employees, Chamber of Trades, and Chamber of Agriculture, to promote VET. The campaign aims to guide young people towards career paths aligned with their talents and professional aspirations, while also providing tailored information to parents and employers, recognising their vital role in vocational training decisions.
Sustained campaign for lasting impact
Planned to run for at least 12 months, Shape Your Future aims to have a lasting impact on VET enrolment and public perception. By combining authentic storytelling, interactive tools, and multi-channel outreach, the campaign strives to empower young people to actively shape their professional futures through vocational education.
Targeting Generation Z through modern communication channels, the campaign primarily uses video content featuring real apprentices. Four apprentice ambassadors share their personal stories on social media, providing genuine insights into vocational pathways. A key interactive feature is the online “Funnel” tool available on www.shapeyourfuture.lu, which guides young users through a series of short videos and questions to help identify suitable career perspectives within VET.
Simplifying career choices: eight hashtag categories
To help young people, parents, and the public navigate vocational options, Shape Your Future groups nearly 100 professions into eight hashtag categories:
- #Build: Construction-related professions offering hands-on and collaborative work in developing sustainable, visible projects.
- #CareFor: Social and health care professions that focus on empathy, responsibility, and human well-being.
- #Control: Technical and industrial sectors involving machinery, IT systems and production tools, ideal for logical thinkers passionate about technology.
- #Craft: Skilled trades rooted in artisan techniques, combining creativity, precision, and tradition.
- #Manage: Career paths in commerce, tourism, and logistics requiring strong organisational and communication skills.
- #Plant: Outdoor and nature-related fields involving gardening, cultivation, and environmental care.
- #Style: Professions in beauty, fashion, and image consulting, suitable for creative and socially engaged individuals.
- #Taste: Occupations in culinary arts, food production, and service for those with a passion for gastronomy and human interaction.
Sustaining public engagement
Following the initial public launch in April 2025 at the annual educational fair YEP! Schoulfoire, which attracted approximately 15 000 visitors, the campaign has expanded its reach through cinema spots, social media activations, and planned ‘guerrilla’ marketing events across Luxembourg. These efforts aim to maintain momentum and engage young people in diverse settings, including schools and community venues.
Upcoming activities will spotlight companies offering apprenticeships, highlighting the benefits of training young talent and fostering stronger collaboration between businesses and training institutions.
All campaign materials, including videos, success stories, FAQs, and detailed career pathways, are accessible on the official website. This platform serves as a comprehensive resource for young people, parents, and employers seeking guidance on vocational training opportunities and apprenticeship placements.
Read more
- Press kit: Shape Your Future: A Joint Campaign to Promote Vocational Education (in French)
| Please cite this news item as: ReferNet Luxembourg, & Cedefop (2025, October 1). Luxembourg: Joint multi-channel campaign to boost VET awareness. National news on VET. |