The automotive industry is approaching a critical juncture as it faces a significant shortage of skilled technicians. While some attribute this to persistent negative stereotypes about the profession, others cite a widespread lack of awareness. This campaign seeks to dismantle these misconceptions and reveal the truth: a career as an automotive technician offers a cutting-edge, lucrative, and fulfilling path. Through compelling narratives and real-life success stories, we highlight the dynamic opportunities and innovations awaiting those who choose this rewarding journey. As a result, ASEP enrollments have reached a 10-year record high, earning us a 2024 Bronze Effie.