Edge is determined to fight what it calls ‘the bias that exists towards academia' by promoting vocational learning as a ‘doorway to the working world'.
B&B will use case studies of people who believe they took the wrong path when they opted to study at university instead of a vocational course.
Edge marketing director Vanessa Miner said the charity was determined to tackle ‘deep-seated prejudice and snobbery'.
She added: ‘Despite practical and vocational learning and skills forming the basis of UK industry, they are still seen as the poor relative of academic or university education.'
B&B managing director Gill Brown said a ‘hard-hitting' campaign would seek to challenge the perception that university is the best way to prepare for the workplace.
Parents, educators and young people will be targeted via a marcoms campaign involving B&B sister ad agency MCBD.
Two-year-old Edge is both an educational foundation and a ten-year campaign. It also lobbies to increase support for pro-vocational training policy and funds educational bodies.
Edge retains Catalysis to handle communications for the Edge Foundation's sponsorship of academies and the Edge Awards.