Oregon Department of Education

CTE: I FOUND MYSELF HERE

When we first began working with the Oregon Department of Education, we found many in the public had an outdated view of Career and Technical Education (CTE) as a less prestigious path for “non-college bound” students. This reputation and lack of awareness for CTE in general, negatively impacted enrollment numbers, leading ODE to work with us to change this perception. In reality, CTE educates students for some of the most in-demand and high-earning fields. Over 75 percent of CTE students continue to some form of college, and many find employment faster and outearn their university-bound colleagues.

Not just wood shop

We launched a campaign designed to change the perception of CTE to education that is open and useful to all students. In particular, we worked to engage BIPOC students who’s enrollment in CTE lagged compared to their counterparts.

Passions and paychecks

Our creative sought to tell an authentic story, one made up of real students, graduates and educators telling their experiences of success and love for CTE. From the senior discovering audio engineering to the precision machinist running his own company, the “Find Yourself Here” campaign revealed the inspiring and hands-on path to passion and employment CTE provides it’s students. These CTE students found themselves more engaged in school generally, graduating at higher rates and with better academics.

We all need CTE

After our campaign, student participation in CTE continues to grow. ODE saw a double digit growth rate for almost all demographics, with American Indian/Alaska Native at more than 14% growth rate, compared to just 1% the year prior. Overall, the campaign generated a significant boost to BIPOC student participation. As CTE enrollment increases, so will the number of workers ready to fill the demand for Oregon’s much-needed technical positions, helping our economy grow and change with the world around us.

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