The campaign will use works4 me, a web site for 11- to 15-year-olds that will provide information on opportunities available and encourage young people to choose non-traditional roles. It follows the completion of Plugging Britain's skills gap: Challenging gender segregation in training and work, an investigation into gender divisions in Britain's workforce.
The study has already been carried out in Scotland, and the English and Welsh sections are due to end in the next two weeks. The Scottish investigation found that although female participation in Apprenticeships has trebled since 2001, males make up almost all of those trainees in professions such as plumbing.
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