Canton Lucerne

Media relations for
dual educational system

Communications agency Polarstern supported Canton Lucerne’s vocational training campaign with modular text for general media relations and specific background articles for professional journals.

polarstern kanton luzern medienarbeit berufsbildung berufsmatura

Prospects | Canton Lucerne’s campaign painted a rosy future for people with a vocational school leaving certificate.

The Swiss vocational school leaving certificate (Berufsmatura), an alternative to the academic school leaving certificate (gymnasiale Maturiät), is a demanding qualification that gives access to higher education opportunities.

Canton Lucerne staged a promotional campaign to show young people what opportunities the vocational qualification can open up. Instead of large-scale posters and print ads, the campaign focused on partners in dialogues illustrating the advantages of the education and training on offer.

Communications agency Polarstern supported the canton’s department of education and training in the background with its editorial know-how. First Polarstern came up with text modules that could be put together depending on the focus of the medium and the interests of the journalist in question. Then the agency wrote articles for vocational training journals.