- 2022Implementation
Background
Given the qualifications deficit in the Portuguese population, it is essential to strengthen the image of the dual certification modalities among young people and adults, families, education communities and employers, highlighting the high rates of employability of these modalities, as well as the opportunities for further studies. In this context, the Government of Portugal, through its specialised agencies, has been carrying out, over the last few years, a series of dissemination initiatives to contribute to a greater visibility and attractiveness of the dual certification training offer.
These initiatives have favoured a closer approach to the target audience and the reinforcement of the articulation with the labour market, anticipating greater involvement of companies in the educational/training process and in the creation of mechanisms that increase employability.
Objectives
- Reinforcing a positive and valuing image of dual certification modalities among young people, families, educational communities and the business community.
- Increasing the attractiveness of qualification level 4 dual certification offers.
- Encouraging and motivating adults to complete their training or schooling paths.
Description
There are different kinds of initiatives and events to promote and disseminate VET:
Professional Education and Training Campaigns (Campanha de Educação e Formação)
The campaign targets young people who are in the ninth grade (13-15 years old) when taking an informed and well-guided choice is of the utmost importance. Civil society, and particularly parents and guardians of young people in the third cycle of basic education are also target groups. It will promote vocational education as diverse, inclusive and of quality, with a strong contribution to employability and further studies. It targets young people who are attending the ninth grade (13-15 years old) when decisions on the future are taken, meaning an informed and well-guided choice is of the utmost importance. Civil society, particularly parents and guardians of young people in the third cycle of basic education are also target- groups.
The campaign includes TV (three channels), radio (five programmes), national press (three newspapers) and regional press (several), poster, ATM and digital (Instagram, Facebook, YouTube and Spotify).
Qualifica Campaign
To support the implementation of the Qualifica programme, the new Qualifica campaign is nationwide and will have comprehensive media coverage. This campaign intends to reach, in a more effective way, adults with low and very low qualifications, and to communicate the message that all the training already carried...
There are different kinds of initiatives and events to promote and disseminate VET:
Professional Education and Training Campaigns (Campanha de Educação e Formação)
The campaign targets young people who are in the ninth grade (13-15 years old) when taking an informed and well-guided choice is of the utmost importance. Civil society, and particularly parents and guardians of young people in the third cycle of basic education are also target groups. It will promote vocational education as diverse, inclusive and of quality, with a strong contribution to employability and further studies. It targets young people who are attending the ninth grade (13-15 years old) when decisions on the future are taken, meaning an informed and well-guided choice is of the utmost importance. Civil society, particularly parents and guardians of young people in the third cycle of basic education are also target- groups.
The campaign includes TV (three channels), radio (five programmes), national press (three newspapers) and regional press (several), poster, ATM and digital (Instagram, Facebook, YouTube and Spotify).
Qualifica Campaign
To support the implementation of the Qualifica programme, the new Qualifica campaign is nationwide and will have comprehensive media coverage. This campaign intends to reach, in a more effective way, adults with low and very low qualifications, and to communicate the message that all the training already carried out in various contexts is useful to obtain a qualification and to improve their employability. Several outlets were used: TV spots; national and regional radio; national and regional written and online press; ANQEP's social media; MUPIS throughout the country; and buses in Lisbon and Porto. The videos were translated into sign language (both the video that aired on TV and the videos delivery on social media of the testimonials of students who completed their training through the Qualifica programme).
Education, training, youth and employment exhibitions
Events dedicated to education, training and employment have several institutions from Portugal and other countries presenting their offers in courses and training for young people, adults, parents and professionals. It is possible to find information about education and training and study abroad: this involves public and private institutions of education and training, companies in the process of recruitment, language schools, start-ups. The Directorates general of the Ministry of Education (DGE and DGEstE), ANQEP, IEFP, universities and the main training operators have a leading role. The event also features a parallel programme of lectures, workshops and debates aimed at guiding young people and visiting professionals, as well as fun activities, competitions and demonstrations. A great number of visitors are included in study visits organised by schools and other entities working with young people from all over the country. Futurália and Qualifica fairs are the most representatives.
This measure is part of the NIP under the umbrella of package Promotion and dissemination.
The vocational education and training campaign took place from 20 June to 3 July, under the responsibility of the National Agency for Qualification and Vocational Education and Training (ANQEP), at national level. The campaign had a very positive outcome, with a higher-than-expected impact on radio and television (44.50% and 65.04% respectively) and in line with expectations in the press (national/regional press 20.20%). A total of 3 742 clicks were achieved on Facebook, exceeding the initially estimate. The total number of clicks (Facebook and Instagram) was 12 828, of which more than 9 000 were on Instagram. The cost of this campaign was EUR 192 150.06.
The Qualifica Campaign Take yourself and improve your future (Agarre em si e melhore o seu futuro) was conducted in the fourth trimester of 2022 (12 October - 12 December), under the responsibility of the National Agency for Qualification and Vocational Education and Training (ANQEP), at national, regional and local levels, using a wide variety of effective media.
The impact of the campaign was evaluated, with very good results. Television - 76.00%; National/Regional Press - 20.00%; Radio - 33.40%. Digital support: dissemination on Facebook, Instagram and Youtube total clicks, 18 203; total Youtube views 203 906 (viewing rate 42.46%). The cost of these campaigns was EUR 398 491.91.
The Futurália fair was held in Lisbon over four days (30 March - 2 April) and the Qualifica fair was held in Porto from 20 to 23 April. A survey of students and teachers reported the following results:
- 88% of students claim to have been very satisfied with their visit;
- 91% of students recommend it to their family and friends;
- 76% consider it to be very important when choosing their academic courses;
- 92% of teachers consider attending to be very important for their students in choosing their academic courses.
Bodies responsible
- Institute for Employment and Vocational Training (IEFP)
- National Agency for Qualification and Vocational Education and Training (ANQEP)
- Directorate General for Education (DGE)
- Higher education institutions
- Directorate General for Educational Establishments (DGEstE)
Target groups
Learners
- Learners in upper secondary, including apprentices
- Young people (15-29 years old)
- Young people not in employment, education or training (NEETs)
- Learners with migrant background, including refugees
- Learners at risk of early leaving or/and early leavers
- Learners with disabilities
- Adult learners
Education professionals
- Teachers
- Trainers
- School leaders
- Adult educators
- Guidance practitioners
Entities providing VET
- VET providers (all kinds)
Other
Thematic categories
Supporting lifelong learning culture and increasing participation
Lifelong learning refers to all learning (formal, non-formal or informal) taking place at all stages in life and resulting in an improvement or update in knowledge, skills, competences and attitudes or in participation in society from a personal, civic, cultural, social or employment-related perspective (Erasmus+, Glossary of terms, https://erasmus-plus.ec.europa.eu/programme-guide/part-d/glossary-common-terms). A systemic approach to CVET is crucial to ensure adaptability to evolving demands.
This broad thematic category looks at ways of creating opportunities and ensuring access to re-skilling and upskilling pathways, allowing individuals to progress smoothly in their learning throughout their lives with better permeability between general and vocational education and training, and better integration and compatibility between initial and continuing VET and with higher education. Individuals should be supported in acquiring and updating their skills and competences and navigating easily through education and training systems. Strategies and campaigns that promote VET and LLL as an attractive and high-quality pathway, providing quality lifelong guidance and tailored support to design learning and career paths, and various incentives (financial and non-financial) to attract and support participation in VET and LLL fall into this thematic category as well.
This thematic category also includes many initiatives on making VET inclusive and ensuring equal education and training opportunities for various groups of learners, regardless of their personal and economic background and place of residence – especially those at risk of disadvantage or exclusion, such as persons with disabilities, the low-skilled and low-qualified, minorities, migrants, refugees and others.
This thematic sub-category refers to initiatives that promote VET and lifelong learning implemented at any level and by any stakeholder. It also covers measures to ensure and broaden access to information about VET to various target groups, including targeted information and promotional campaigns (e.g. for parents, adult learners, vulnerable groups). Among others, it includes national skill competitions and fairs organised to attract learners to VET.
European priorities in VET
Osnabrück Declaration
- Establishing a new lifelong learning culture - relevance of continuing VET and digitalisation