There has been a growing recognition of the importance of Technical and Vocational Education and Training (TVET) in addressing youth unemployment and fostering economic development in recent years. Amidst this backdrop, rebranding initiatives have played a pivotal role in reshaping perceptions and promoting TVET as a viable career pathway for young people. Zizi Afrique, in partnership with the Ministry of Education State Department for TVET and other partners, embarked on such an initiative, starting with the consolidation of the seven communication strategies that were available in Kenya to create a National Integrated TVET Communication and Advocacy Strategy (NITCAS). To assess the effectiveness of the strategy, Zizi Afrique Foundation partnered with six counties – Bungoma, Kakamega, West Pokot, Kilifi, Baringo, and Turkana – running a campaign dubbed #FormNiTVET. The campaign included launch events in various TVETs, roadshows, and region-specific media engagement. Its main goal was to rebrand TVET institutions and raise awareness about the value of vocational skills.
In order to evaluate the effectiveness of the campaign, Zizi Afrique revisited the TVETs in the six counties. The findings from this monitoring shed light on the tangible outcomes of the campaign, highlighting both its successes and the challenges that lie ahead. One of the most notable successes of the campaign is the significant increase in student enrollment observed across several TVET institutions. Institutions like Mufule VTC, in Bungoma and Mariakani VTC, in Kilifi reported remarkable spikes in enrollment, with percentages reaching as high as 160%. This surge in enrollment can be attributed to several factors, including heightened campaign awareness, increased demand for skills in the local job market, and the availability of scholarships and financial aid.
Alongside these achievements, the monitoring exercise also uncovered challenges that must be addressed to sustain and enhance the impact of the campaign. Issues such as inadequate infrastructure to accommodate the growing student population, insufficient resources, and the need for more qualified instructors were commonly cited across different institutions. These challenges underscore the importance of continued investment and support in bolstering TVET programs and facilities. Despite these challenges, the effectiveness of the #FormNiTVET campaign in promoting TVET as an alternative pathway to employment cannot be overstated. The campaign’s innovative strategies, including roadshows, community engagements, and open days, have proven to be highly effective in raising awareness and changing perceptions about TVET in local communities.
Looking ahead, it is imperative to build upon the momentum generated by the campaign and translate increased enrollment into tangible outcomes for students and communities. This entails sustained investment in infrastructure, equipment, and instructional materials to ensure quality training and skills development. Additionally, efforts should be made to address the shortage of qualified instructors and provide continuous professional development opportunities to enhance teaching quality. Partnerships between TVET institutions, government agencies, and the private sector are essential for creating pathways to employment and fostering industry-relevant training programs. Collaboration with local businesses can facilitate internships, apprenticeships, and job placement opportunities for TVET graduates, thereby bridging the gap between education and employment. To sustain the gains made by the #FormNiTVET campaign, it is crucial to engage with communities and stakeholders in ongoing dialogue and awareness-raising initiatives. This could involve leveraging digital platforms, organizing community forums, and establishing mentorship programs to inspire and support aspiring TVET students.
Promoting TVET as a pathway to employment holds immense potential for unlocking opportunities and empowering youth to contribute meaningfully to the economy. The success of initiatives like the #FormNiTVET campaign demonstrates the transformative impact that targeted interventions can have in reshaping attitudes and expanding access to vocational education. By investing in TVET and nurturing partnerships for sustainable growth, we can pave the way for a brighter future for generations to come.
