Luxembourg Launches Campaign to Promote Vocational Training

On Tuesday 22 April 2025, Luxembourg's Ministry of Education, Children and Youth announced the launch of a new campaign to promote vocational training.

Luxembourg's Minister of Education, Children and Youth, Claude Meisch, launched the Shape Your Future campaign, together with the Chamber of Employees, the Luxembourg Chamber of Commerce, the Chamber of Skilled Trades and Crafts and the Chamber of Agriculture. Announced in the 2023-2028 coalition programme, this large-scale joint campaign aims to promote and enhance vocational training. The ministry noted that Luxembourg's vocational training partners have decided to join forces to encourage more young people to pursue their passions and talents by choosing vocational training.

"One of the key objectives of our joint campaign is to promote vocational training as a promising path for our young people: it enhances skills, opens up concrete employment prospects and meets the real needs of the labour market," announced Minister Meisch.

The originality of the "Shape Your Future – Däi Wee. Deng Beruffsausbildung" campaign lies in the tone and communication channels chosen to directly address young people of Generation Z. The central element of the campaign is a video clip featuring four young apprentices who have chosen their training and future career based on their passions and hobbies. The protagonists, the faces of the campaign on posters in public spaces, will also act as influencers to spread the campaign's positive message on social media.

Two of them, Siri and Marcel, who were present at the launch press conference, were reportedly delighted to be able to inspire other young people and share the benefits of a vocational training programme.

The website www.shapeyourfuture.lu opens with an interactive video funnel, a fun guidance tool that, through successive questions, guides young visitors with concrete questions toward a category of careers that might suit them.

The website also offers an FAQ section allowing the general public to better understand the field of vocational training in Luxembourg. Interested users, namely young people, parents and employers, are also guided to the services and administrations to contact, particularly to find an apprenticeship position.

The public launch of Shape Your Future will take place at YEP! - Schoulfoire 2025 with a large shared stand (Hall 9) where all the campaign partners will be gathered. Young people will be able to learn more and try out the video funnel.

In a future phase, the campaign will be geared toward employers to encourage them to welcome apprentices into their companies.

As part of the campaign launch, all the partners emphasised the importance of vocational training and apprenticeships within companies, optimally combining theory and practice.

"Vocational training is an excellent option for those who wish to learn a trade, develop the personal and professional skills essential for the 21st century and obtain an official diploma that confers them rights. Through this campaign, we highlight, through apprentice testimonials, the numerous training and career opportunities that exist," said Sylvain Hoffmann, Director of the Chamber of Employees.

"Apprenticeships are a preferred path for the retail, industrial and hospitality sectors. It allows them to identify a dynamic, skilled and motivated workforce capable of meeting the specific needs of each company and meeting current and future challenges," commented Carlo Thelen, Director General of the Luxembourg Chamber of Commerce. "It's not just a commitment to the present, but a lasting investment for both the learner and the training company,"

"In the crafts sector, apprenticeships open up a multitude of professional opportunities, allowing students to actively contribute to creative projects within a team. It's a unique opportunity to discover their vocation by creating with their own hands and observing their progress grow every day. The skills imparted are constantly adjusted to the future needs of the job market," noted Tom Wirion, Director General of the Chamber of Skilled Trades and Crafts.

"Our presence in this campaign gives visibility to dynamic, modern and promising careers in the green sector. We also see this initiative as a gesture of solidarity: Shape Your Future embodies a shared vision of the future, built hand in hand with young people and businesses – beyond sectors and institutions,” added Paul Marceul, Director of the Chamber of Agriculture.