Ambassadors welcome Government apprenticeships campaign

February 9, 2026

Government plans to unlock more opportunities for young people through apprenticeships have been welcomed by regional apprenticeship champions, who branded it “a perfect start to National Apprenticeship Week”.

The North East Apprenticeship Ambassador Network (NEAAN) has welcomed proposals which seek to place apprenticeships on a level footing with university degrees.

The UK Government yesterday [8 Feb] unveiled plans to pilot a university clearance-style system where ‘near miss’ applicants who don’t secure their top choice apprenticeship will be re-directed to similar opportunities in their area.

Delivered in partnership with employers and Mayoral Strategic Authorities, the pilot aims to test how young people can be re-directed to other suitable employers and apprenticeships on their doorstep if they are unsuccessful in their initial applications.

Central to achieving this will be a new online platform which will bring together information on apprenticeships in one place for young people, many of whom are keen to explore the apprenticeship route but don’t know where to start.

NEAAN – which was created to serve the people and businesses of the North East by promoting, championing and creating apprenticeship opportunities – has welcomed the proposals, hailing it as a ‘fantastic opportunity for the region’s youngsters’.

Jenienne Hinchcliffe, chair of the North East Apprenticeship Ambassador Network, said: “It is great to see the Government doubling down on its commitment to back apprenticeships and help more young people realise the fantastic opportunities they present, a great start to this year’s National Apprenticeship Week.

“It is so common when it comes to university for students to apply to numerous institutions and there is no reason why apprenticeships shouldn’t be the same. Hopefully the new online platform and the accompanying campaign to promote the benefits of apprenticeships help reverse this.”

The new proposals were unveiled ahead of National Apprenticeship Week, which takes place this week from 9 – 15 February. NEAAN is hosting a series of events and campaigns throughout the week to promote apprenticeships and believes it will provide a welcome boost to the sector.

“National Apprenticeship Week is always a great week however this year is set to be extra special,” added Jenienne.

“As well as our annual Great Apprentice Bake Off – which pits apprentices across the UK against each other in a fun test of their baking skills – we also have our #JustTakeOne competition coming to a close this week.

“The competition tasks apprentices and employers to capture the benefits apprenticeships provide in a photograph and we’ve been blown away by the response.

“Add to that renewed commitment from the Government to back apprenticeships and the launch of the new online platform and it could prove to be one of the best apprenticeship weeks yet.”

Backed by the Growth and Skills Levy, the Government’s ambition is to deliver 50,000 more apprenticeships for young people, aligning with its ambition for two thirds of young people to reach higher-level learning or take up a high-quality apprenticeship.

Prime Minister Keir Starmer said: “Apprenticeships give young people real experience, real prospects, and a real route into good careers.

“But for too long young people have been held back from the opportunities they need to get on in life because of outdated assumptions about how to make it into a successful career.

“We’re unlocking opportunities for young people across the country by making it easier and faster to get the skills that matter, so more young people can build a secure life for themselves.”

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