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The Industry Training Authority (ITA) is the provincial government agency with responsibility for apprenticeships and industry training programs in BC. With the assistance of Optimum Public Relations ITA is developing marketing and communications strategies to help increase the size of the skilled trades workforce and meet the current and future needs of BC industry. In an effort to encourage BC youth to pursue trades, ITA wishes to better understand perceptions among youth and their career aspirations. A tracking survey among BC youth has been conducted in 2007 to assess current perceptions and attitudes and make comparisons where possible to the 2006 baseline measure.