It comes as the Education and Skills Bill received Royal Assent and became law.
The campaign will be aired from February 2009 and will promote the benefits of taking on apprentices.
According to Ed Balls, Children, Schools and Families Secretary: “Sir Alan Sugar is synonymous with success, hard work and determination – so it’s great to have him on board. I know young people and employers will listen carefully to his support for apprenticeships and that his backing will ensure that they are given the recognition they deserve.”
And this from Suralan: “Young people need choices that motivate them – not everyone who leaves school at 16 has the drive to succeed that I did. The fact is that some people learn better on the job or by seeing how their learning applies to the real world – that’s why I’m backing apprenticeships.”
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