‘Crass’ ad urging ballet dancer to retrain in IT
CULTURE Secretary Oliver Dowden has condemned a ‘crass’ advertising campaign that suggested a ballet dancer could ‘reboot’ their career by moving into cyber security.
The advert, which was part of the Government’s Cyber First campaign, featured a young dancer tying up her ballet pumps alongside the caption: ‘Fatima’s next job could be in cyber. (she just doesn’t know it yet).’ It adds the slogan: ‘Rethink. Reskill. Reboot.’
It was taken down last night after No10 said it was ‘not appropriate’.
The poster – one of a series which featured people from a variety of other professions – was criticised on social media.
Singer Darren Hayes said on Twitter: ‘Stick with your dreams, don’t listen to
‘Dreams Crushing Department’
this s**t campaign written by people who, when not working, turn to the arts – music, tv, film, theatre, dance, photography, etc etc for joy. Making joy is our job. Reboot your terrible advertisement.’
Author Caitlin Moran added: ‘I don’t know if the government know they appear to have recently created a “Hopes & Dreams Crushing Department”.’
Mr Dowden said: ‘To those tweeting re #Fatima. This is not something from @ DCMS & I agree it was crass. This was a partner campaign encouraging people from all walks of life to think about a career in cyber security.’ The Culture Secretary added: ‘I want to save jobs in the arts’, pointing to the £1.57billion Government’s Culture Recovery Fund, which announced its first recipients yesterday.
It came after Chancellor Rishi Sunak denied encouraging workers in the struggling arts industry to retrain. He insisted he was talking generally about the need for some workers to ‘adapt’ and suggested that there would be ‘fresh and new opportunities’ available for those who could not do their old jobs.