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Case Study: The Landed Campaign
Changing Long-Standing Perceptions Through a Strategic Campaign
Ask anyone who works in career-technical education about their greatest challenge and the majority will no doubt mention the continuing myths and stigma that seemingly haunt it, stifling the great work teachers and students do in this field. While vocational education was formed in the 1960s and 70s to create a force of skilled workers in trade careers, it eventually evolved to meet the needs of a changing workforce in the 90s and 2000s, with new programs catering to both workforce-driven and college-bound students. Yet, perceptions about it did not.