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This paper aims to understand the ideas and material circumstances behind the policy objective to enhance the perceived value of Technical and Vocational Education and Training (TVET) in Chile through a communication campaign and how this campaign addresses this objective.

This research adopted a qualitative approach, drawing on data collected through 26 semi-structured interviews, the revision of 4 policy documents and 15 promotional videos. The data were analysed thematically, adopting the cultural political economy framework as a lens to guide the analysis.

Findings show that the problematisation of TVET’s perceived value is rooted in the system’s development history and cultural ideas. A communication campaign was one of the means to address this problem. Initial campaign messages appealed to the benefits prospective students could enjoy because of choosing TVET programs. However, later, the message gradually shifted to highlighting the collective benefits for the country, depicting TVET as a fulfilling and valuable education path.

This article is the first to critically analyse the reasons for and use of a communication campaign to enhance the TVET’s perceived value in a global south context.