§ Mr. Sheerman
To ask the Secretary of State for Education and Skills what action she is taking to encourage young people to enter modern apprenticeship schemes. 
§ Mr. Ivan Lewis
Following the launch of new generation modern apprenticeships last November, a £16 million marketing campaign is under way, to be run over three years in England, to promote apprenticeships and boost participation. The first part of the campaign ran during March with a new television advertisement, aimed at young people. It generated over 100,000 phone and e-mail responses. A further round of TV advertising starts on 5 August.
In addition, a range of marketing measures is being introduced to reach not only young people, but also key influencers and employers. At the local level, learning and skills councils, connexions partnerships, careers services and other partners will work together to raise awareness of, and foster support for, modern apprenticeships; and to provide young people with essential information and advice on the opportunities available in their communities. It is a key role of the new sector skills councils in partnership with the LSC to ensure that employers continue to support MA and that they provide sufficient places to meet the demand from young people.