In a groundbreaking initiative, the Eastern Cape Department of Education, in collaboration with the Rural Development Department of Agrarian Reform and other relevant agencies, launched a career awareness campaign in the Joe Gqabi District of Barkley East.

The campaign seeks to address the widespread disillusionment among young people towards agriculture, which many view as a sector of last resort with low productivity.

Research suggests that a lack of information and the slow adoption of modern technologies in African agriculture contribute to this perception.

By providing access to accurate information and showcasing the sector's opportunities, this campaign aims to dispel stereotypes and empower young people to consider careers in agriculture.

The campaign has several key objectives to attain, specifically:

*Foster interest and love for agriculture: Encourage learners to develop a passion for agriculture and related programs.
*Expose learners to diverse careers: Showcase the various career paths in agriculture, highlighting scarce skills identified by the Department of Agriculture Land Reform and Rural Development
*Showcase Higher Education Institutions: Introduce learners to different HEIs and their study fields in agriculture, providing insight into the opportunities available.
*Interact with HEIs and learn about entrance requirements: Offer learners the chance to engage with HEIs, learn about entrance requirements, and explore funding opportunities for further education
*Promote the link between agriculture and the 4th Industrial Revolution: Highlight the importance of modern technologies in agriculture and their potential to transform the sector.

By achieving these objectives, the campaign aims to bridge the knowledge gap and collaborate to unlock the sector's potential for the next generation.

By empowering young people with accurate information and showcasing the opportunities in agriculture, we can work towards a future where the sector is viewed as a vibrant and productive career path.