Australia has a well-established apprenticeship system. However, a steady decline in the enrolment rate has raised concerns. One of the main causes of this decline is the negative public perception of apprenticeships. The Australian Apprenticeships Ambassadors Programme aims to raise their status. The programme recruits prominent figures and high-performing former apprentices and trainees as ambassadors, and then organizes events and business forums where ambassadors showcase the apprenticeship system. As of 2017, the programme has more than 200 active ambassadors who have appeared at numerous events organized by the Department of Education and Training, as well as at local events. The events are promoted via social media. An online platform increases the programme’s outreach, sharing success stories about former apprentices and enabling the public to invite ambassadors to their local events. The programme has reached more than 6 million people across Australia.