Government-backed ad campaign sparks anger by suggesting ballet dancer 'rethink' and 'reboot' job

A campaign backed by the UK government has come under fire for suggesting that ballet dancers should 'rethink', 'reboot' and 'reskill'.

As part of QA and the HM Government's "Cyber First" campaign (you can find out more here), an online ad was shown that juxtaposed a picture of a young ballet dancer with a caption saying that "Fatima's next job could be cyber….Rethink. Reskill. Reboot."

According to QA's website, which displayed the ad: "2020 has shaken up jobs – but most successful careers have a turning point…The government-backed Rethink. Reskill. Reboot programme from CyberFirst could be yours."

Controversy around the "viability" of arts jobs has been raging ever since the Chancellor's most recent jobs support scheme reveal, labelled an "insult" by producer Sonia Friedman. Rishi Sunak has suggested that many professionals (not simply in the arts sector) may have to retrain during the ongoing pandemic with their jobs no longer viable.

While the ad is only one in a series, it was deemed inappropriate given the ongoing closure of many venues due to social distancing.
Described as "poor marketing" by some, one Twitter user said they've never "been angrier at a simple advert in [their] life."

The UK government has become the Dad in Billy Elliott pic.twitter.com/XLAxtvd5FX

Sadly this is real and yes it stinks. But it's also just one of a series. Clearly poor marketing at the current time. Someone needs to read the room! #SaveTheArts pic.twitter.com/J5mIXLRXtH

#SaveTheArts I'm not seeing nearly enough people on art twitter talk about this! This ad has popped up on our gov website shortly after Rishi Sunak swore blind he didn't suggest artists retrain into other jobs… If you're not angry, you're not paying attention. pic.twitter.com/zDGnYbVwEm

Thusfar, very little support has been given directly to arts professionals and has only been given to organisations, including today's announced £250 million's worth of grants.

According to the Culture Secretary Oliver Dowden, the grants are meant to then indirectly aid freelancers by providing opportunities and keep organisations afloat.

Update: Dowden has distanced himself from the ads in a tweet, saying the campaign was 'crass'. QA.Com has also removed the advert from its website.

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

I want to save jobs in the arts which is why we are investing £1.57bn