Two boys, two girls. Smiles, fluorescent lighting, hashtags and video sketches that really pop. With the “Shape Your Future” operation, resolutely calibrated for an audience born after 2000, the education ministry is setting itself the ambition of “reaching young people where they are.”
And where are they? For the ministry, it’s online: the vast campaign promoting vocational training is being rolled out on a dedicated website as well as on Facebook, YouTube, Instagram, LinkedIn and TikTok.