Sussex youngsters are being targeted by the Learning and Skills Council in a campaign which will feature in one of the UK's favourite soaps.

The Real Work, Real Pay option of modern apprenticeships will feature on posters in Coronation Street's Rovers Return pub and in Roy Cropper's cafe.

The training initiative offers young people the chance to work in a paid job while studying for a recognised qualification.

August is the month when most school leavers consider their future and the Sussex Learning and Skills Council (SLSC) wants to ensure they know about all the options.

Accepted paths for 16 to 18-year-olds include going into a job, taking a full-time training course, staying on in education or a combination of all three in a modern apprenticeship.

The SLSC is offering modern apprenticeships in more than 60 trades and occupations and more than 5,000 young people in Sussex are working towards the achievement of NVQs.

Workforce development manager Sherry Ryan said: "We need to ensure high quality training is available for young people who choose to go into employment but want to continue to learn.

"This campaign raises awareness of modern apprenticeships and help fulfil our aim of getting more local young people into structured learning."

The television campaign started on MTV last week, highlighting four young modern apprentices, and moved on to all commercial TV stations yesterday.

Ms Ryan said: "The campaign's message, Real Work, Real Pay, is a powerful one and offers young people a real alternative for their future."

Phil Neesam, from Lancing, has been working in a trendy hair salon in Shoreham for two years and is doing an advanced modern apprenticeship in hairdressing.

He said the scheme was the best way for people to get quality training.

He said: "I saw modern apprenticeships advertised in the paper and it seemed a good way of getting into the trade.

"I looked at a few salons and Bruno's was the one where I felt I'd fit in.

"I liked the younger clientele and the relaxed, modern atmosphere.

"Gary Broun, the owner, is a great businessman and I felt I could learn loads from him.

"At first, my responsibilities were minimal but now I'm allowed my own clients. Gary's been good at letting me be hands-on and I've learnt a lot about dealing with people on the phone and how best to relate to clients."

Once a week he attends college for a mixture of theory and practical courses.

Mr Broun said: "Apprenticeships are a brilliant way to train people and let them get the practical experience in a working environment."