THE NEW ICONS OF MEDEF
CREATING HEROES, MODELS TO ENHANCE APPRENTICESHIPS
To change young people’s perceptions of apprenticeships, Manifestory presented MEDEF with its idea to create a music video featuring the winner of the popular TV show "The Voice Kid".
This production spotlighted real apprentices with Lisandro Cuxi to turn them into positive icons.
Candidates were selected via a communication campaign on social media with CFAs (apprentice training centres) backed by a dedicated website. Five young people were able to participate in a clip which attracted more than 250,000 fans among the target audience of secondary school pupils.