„IF YOU GRADUATE FROM HIGH SCHOOL, YOU HAVE TO GO TO COLLEGE.” – SAYS WHO? thjnk AND IHK LAUNCH A CAMPAIGN AGAINST EDUCATIONAL MYTHS.

The new IHK campaign, “SAYS WHO?”, provocatively challenges common misconceptions about vocational training. 90 percent of Germans still consider vocational training to be a good idea.¹ At the same time, outdated assumptions continue to shape public perception: 42 percent believe that anyone with a high school diploma must go to college. 60 percent think that vocational trainees generally earn less. This is exactly where the campaign, under the slogan “Now #könnenlernen – Vocational Training Makes Us Better,” comes in—and poses the counter-question: SAYS WHO? She takes common claims at face value and contrasts them with verifiable facts. In doing so, she points out, among other things, that qualifications such as the Bachelor Professional can be obtained without attending college, that there are direct entry points into the profession, and that career paths can be further developed and built upon after completing an apprenticeship. Dr. Helena Melnikov, Chief Executive Officer of Deutsche Industrie- und Handelskammer (DIHK): “Especially in an era of polarized debates and rampant misinformation, reliable guidance is more important than ever for young people. With ‘Sagt wer?’, we provide clear and often unexpected answers so that young people can make their own decisions with confidence, free from societal expectations.” As in previous campaigns, the content is created by the apprentices themselves. Creators like Phoebe, Friedi, and Yasin offer insights into their daily lives and career paths—thereby challenging common assumptions about apprenticeships with their own perspectives. Dr. Helena Melnikov: “Anyone who sees the talents of the younger generation and apprentices will realize that this is the strongest argument against any stereotype and a powerful sign of hope for the future of our economy.” Heiko Meyer, Creative Director Copy, thjnk: “Today, it’s more important than ever to take people seriously, and that goes especially for young people. That’s why we’re addressing the prejudices and fears surrounding vocational training head-on and without sugarcoating them, turning them into a creative springboard for a feed-stopping moment—and new, prejudice-free possibilities for their own futures.” The campaign focuses on short-form videos and audio spots for social media. A key focus is on TikTok, where the @die.azubis channel has been posting content related to vocational training for several years. In addition, the content is delivered using AI and targeted based on context and audience.

¹ Appinio survey commissioned by the Chamber of Industry and Commerce (IHK) organization, April 20–21, 2026, n=1,000, nationally representative, ages 16–65.