This campaign was recently developed for Greater Merseyside Learning Providers Federation (GMLPF) as a response to the impact of COVID-19 on apprenticeships. As the country went into lock-down and the threat to business income became horrifyingly apparent, we started to see knee-jerk reactions by employers. They started laying off apprentices. In an effort to stem this, we created an anti-statement: “Don’t Wash Your Hands Of Your Apprentices” as a nod to the omnipresent advice to wash our hands. The text of the campaign asked employers to use available government support (eg furloughing) to protect their apprentices as well as existing staff.

The campaign included an A4 poster and social media graphics.