Funding has been shifted to support greater use of apprenticeships, which are seen as employer-driven and an approach that can boost individuals' skills. The London government has established the Mayor's Apprenticeship Campaign to boost engagement in this type of training. As a result of the campaign, the number of apprentices in London doubled in one year alone: from 20 000 in 2009-10 to 40 000 in 2010-11.