A regional publisher has adopted a rival company’s campaign with the aim of introducing it across the country.

Trinity Mirror is set to roll out the ‘Ladder for England’ apprenticeship scheme, based on the Midland News Association’s ‘Ladder for…’ campaigns which have previously run in the Black Country, Staffordshire and Shropshire.

More than 1,000 apprenticeships have been created as a result of the scheme over the past three years.

Now it is being adopted by Trinity Mirror – with Midlands titles the Leicester Mercury, Stoke daily The Sentinel and the Tamworth Herald being the first titles to take part.

Other TM regional newspapers will follow at a later stage, and it is hoped this will lead to 10,000 new apprentices being recruited across England.

Neil Benson, group executive editor at Trinity Mirror , said: “Our titles strive to be at the heart of their communities, so we are delighted to pledge our support to the Ladder campaign, which will help to build skills and employment in towns and cities that we serve across the UK.”

The Vine Trust charity has also announced the creation of a new Ladder foundation, which will help the scheme to develop nationwide.

Diane Davies, deputy editor of the MNA’s Wolverhampton-based daily the Express & Star, said: “The Ladder was a highly successful campaign for the Express & Star and Shropshire Star, creating more than 1,000 apprenticeships in our regions of the Black Country, Staffordshire and Shropshire.

“We are very proud of these achievements and have worked with our partners to help develop the national Ladder. We wish them every success with this very worthy cause and look forward to seeing it progress.”