Prepared by the Philippine Technical Education and Skills Development Authority for UNESCO-UNEVOC One of the problems facing technical and vocational education and training (TVET) in the Philippines is the lack of awareness and understanding of the real value of TVET vis à vis higher education and the stigma on technical education and training are deeply rooted in the Philippine culture. In 2009, the Technical Education and Skills Development Authority (TESDA) embarked on an intensive nation-wide social marketing and advocacy programme. This was prompted by a number of private- and government-led studies that have repeatedly shown evidence of low public awareness of TVET and TVET programmes as well as low public acceptance of TVET as a viable educational pathway for socio- economic development. This study attempts to document, evaluate and analyse TESDA’s Social Marketing and Advocacy Programme conducted during the period August 2008 to December 2009. It also examines the messages used during the campaign, the process of selecting the target audiences, the media used to deliver the messages, other methods used to engage the public’s attention towards the message, and the subsequent results of the campaign.