Reframing TVET from a second-choice option into a future-facing path for ambition, practical skills, and national growth.
Client
Ghana Education Service
Services
Video Production
The Challenge
Technical and Vocational Education and Training in Ghana had long suffered from a perception problem.
Too often seen as a fallback option, TVET struggled with low youth enrollment, limited female participation, and weak public confidence, despite its central importance to workforce development and economic growth.
The Solution
The campaign tackled the issue through one bold repositioning idea: My TVET, My Future.
Rather than presenting vocational education defensively, the work made it aspirational. It connected practical skills to real careers, personal pride, and national progress.
9K Hub supported a multi-channel awareness effort that blended TV and radio programming, youth-focused social media, school-based activations, ambassador storytelling, and community engagement. The goal was not just to inform, but to inspire.
The Results
The campaign helped reposition TVET as a credible and aspirational pathway for young Ghanaians especially girls and young women.
210%
TVET Awareness Increase
62%
Female Participation Increase
3.5M+
Impressions Across Channels
48%
