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Culture Secretary Oliver Dowden has condemned a “rude” advertising campaign that suggested that a ballet dancer could “restart” her career by moving to cyber security.
The ad, part of the government’s Cyber First campaign, featured a young ballerina tying her ballet slippers along with the caption: “Fatima’s next job could be on cyber (she just doesn’t know yet)” .
Add the motto: “Rethink. Redo. Restart.”
The poster, one of a series featuring people from a variety of other professions, was heavily criticized on social media, prompting Dowden’s intervention.
The government has been contacted for more information on when the campaign was launched.
Among the critics was singer Darren Hayes, who posted on Twitter: “Stay with your dreams, don’t listen to this shitty campaign written by people who, when they’re not working, turn to the arts – music, tv, film, theater, dancing, photography, etc etc for joy. Making joy is our job. Restart your terrible ad. “
Author Caitlin Moran replied: “I don’t know if the government knows that it seems to have recently created a ‘Department of Crushing Hopes and Dreams’, but for a country that is already depressed and anxious, I would suggest that it is a bit’ Not now, the uncles moment?
Shadow Minister for Mental Health Dr. Rosena Allin-Khan tweeted: “Fatima, it’s you. Don’t let anyone else tell you that you’re not good enough because you don’t live up to their preconceived social norms. “
Shortly after “Fatima” started trending on Twitter, Dowden replied, “To those tweeting about #Fatima. This is not something from DCMS and I agree that it was rude. This was a partner campaign encouraging people from all walks of life think about a career in cybersecurity. “
He added, “I want to save jobs in the arts,” pointing to the government’s culture recovery fund, which announced its first recipients on Monday.
The controversy came after Chancellor Rishi Sunak denied encouraging workers in the arts industry to retrain.
Sunak insisted that he was referring generally to the need for some workers to “adapt” and suggested that there would be “new and new opportunities” available for those who could not do their old jobs.
According to the Arts Council England, the arts and culture industry contributes over £ 10bn a year to the UK economy, with £ 3 spent on food, drink, accommodation and travel for every £ 1 spent on tickets for the theater.
