This undergraduate thesis analyzes the Young Apprentice Program at NEAM/PUC-Rio from the perspective of social marketing, investigating how its communication strategies contribute to strengthening the university’s social mission and institutional image. This qualitative and descriptive case study combines documentary analysis and interviews with apprentices and program coordinators. Findings indicate that the program is widely perceived as a transformative educational experience that expands opportunities, promotes a sense of belonging, and connects the university to surrounding low-income communities. Communication relies on both formal and informal channels, with word-of-mouth emerging as the main pathway through which young people access the program. Strengths include clarity, support, and welcoming practices, while challenges relate to visibility and the need to better communicate postprogram trajectories. Overall, the Young Apprentice Program functions as a strategic bridge between PUC-Rio and youth, reinforcing its social commitment and community-oriented role.