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Daily bids to create 1,000 apprentices after adopting rival’s campaign

A regional daily has launched a bid to create 1,000 new apprentices on its patch after adopting the scheme from a rival publisher.

The Birmingham Mail and its sister website Birmingham Live have officially announced the launch the Ladder for Greater Birmingham, which is aimed at getting firms to pledge to create new apprenticeships.

The scheme is based on the Midland News Association’s ‘Ladder for…’ campaigns which have previously run in the Black Country, Staffordshire and Shropshire.

HTFP reported last September how Reach plc forerunner Trinity Mirror had decided to adopt the campaign.

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Marc Reeves, editor-in-chief of the Mail and Birmingham Live, said: “We delighted to get behind this initiative and we’re sure the success it has already achieved in other parts of the West Midlands can be replicated across Birmingham and Solihull.”

West Midlands Mayor Andy Street, who is backing the campaign, added: “Apprenticeships are a great way to give young people and adults the skills they need to develop successful careers.

“We are working closely with employers across the West Midlands to encourage more businesses to invest in skills to help secure their future competitiveness.”