The national campaign for parity of esteem in emerging careers.

Malta’s fast-changing economy and labour market demand a future-oriented approach to skills and careers. Building on the outcome of CareerScape 2024, where stakeholders came together to explore skills, policy, and emerging careers, a national awareness campaign was launched.

The national campaign for parity of esteem in emerging careers will run through to the end of 2025 and will take a fresh and inclusive approach to promoting vocational education and training (VET), with the aim of harnessing parity of esteem between academic and vocational pathways. By redefining perceptions of VET and championing diverse routes to career success, the campaign will support a more agile and resilient workforce.

At its heart, the campaign will focus on four strategic pillars. Firstly, it will highlight diverse learning paths, using multimedia content to showcase the value of both vocational and academic routes. Secondly, it will humanise jobs through storytelling, using digital narratives to build emotional resonance and engagement with audiences. It will also raise awareness on emerging careers, especially in areas shaped by green and digital transitions. Finally, it will address the future of work in Malta by communicating the structural shifts in employment and the vital role that skills development must play in national planning.

The campaign’s creative concept is built around four key visuals, each spotlighting a different emerging career. These serve as the forefront imagery, while audiences can discover more career opportunities through our dedicated hub. To make these stories resonate with the future of work, both the visuals and accompanying videos were developed with AI assistance, using AI manipulation and generation to bring each emerging career to life in a forward-looking and engaging way.

By convening cross-sector dialogue and leveraging the power of strategic communications, these initiatives lay the groundwork for a future-ready country.