The government had been pressuring businesses to take on apprentices during the covid pandemic. We interviewed business owners that told us they had enough on their plate keeping their business afloat, let alone hire unskilled workers they had to train. We changed the language from “It’s your duty!” to the fact that “Your everyday knowledge, can be someone else's words of wisdom”, thus lowering the barrier for taking on apprentices. We took out radio ads and transformed those ads into animations for social media.