California Launches Career Preparation Campaign for Students
For many students, planning a career path is a daunting task. To help, California recently launched a new marketing campaign – “Who Do U Want 2 B?” – to encourage high school students to prepare for future jobs through Career Technical Education (CTE) coursework at high schools, Regional Occupation Centers and Programs (ROCPs) and community colleges.
CTE integrates core academics with technical and occupational courses to give students a pathway to postsecondary education and careers. Coinciding with National Career Technical Education Month, the statewide campaign began on February 19 and will run through the next year. It includes radio and Internet advertising that targets students ages 12 through 19 by featuring career-oriented community college students and graduates.
Marketing and informational pieces distributed to schools, ROCP sites and community colleges will support the effort while activities and outreach events will highlight corporate and community-based partnerships.
“So many young people are unaware of the numerous career technical education and job training opportunities offered by our 109 community colleges,” California Community Colleges Chancellor Diane Woodruff said. “I like that the ‘Who Do You Want 2B’ campaign reaches out to students who may not choose to pursue a four-year degree but want highly successful and lucrative careers.”
All program materials will highlight the Web site, http://www.whodouwant2b.com/, a student-focused, interactive resource that guides students, parents, and educators to CTE opportunities, potential career pathways and curriculum offerings in high schools, ROCPs and community colleges.
Funding for the program comes from the California Department of Education and the California Community Colleges through Senate Bill 70, authored by Senator Jack Scott in 2005 and implemented as the Governor’s CTE Initiative. The “Who Do U Want 2 B?” campaign originated from the largest of the Senate Bill 70 projects: Statewide Career Pathways: Creating School to College Articulation, a collaborative effort between the California Community Colleges Chancellor’s Office, the Academic Senate for California Community Colleges and the California Department of Education. The project’s steering committee includes representatives from high schools and community colleges, Tech Prep Programs and ROCPs
— Teachers of Color
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