UK Government slammed for "anti-arts" reskilling advert circulating online

A UK government advert, depicting a ballet dancer alongside the tags "Fatima's next job could be in cyber (she just doesn't know it yet)" and "Rethink. Reskill. Reboot", has been mocked widely online among creatives and commentators.

In response, Oliver Dowden, the Secretary of State for Digital, Culture, Media and Sport, has made an effort to distance himself from the "crass" campaign.

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

— Oliver Dowden (@OliverDowden) October 12, 2020

Boris Johnson's official spokesperson has also admitted that the ad was "not appropriate".

"This is part of a campaign encouraging people from all walks of life to consider a career in cyber-security," the spokesperson said. "This particular piece of content was not appropriate and has been removed from the campaign."

Regardless, the controversial ad, which follows Chancellor Rishi Sunak's calls for people to "adapt" to new forms of employment last week, has picked up major traction online.

Sam Fender shared the ad, noting that he "thought this was satire".

Wow. I thought this was satire. pic.twitter.com/cICSSjChex

— Sam Fender (@samfendermusic) October 12, 2020

Dr Jennifer Cassidy, a lecturer at the University of Oxford, who has also represented Ireland at the UN, described the ad as "sickening."

Sickening.

I spent 16 years training tirelessly to become a violinist. Practiced every day for hours from aged 4. Dedicated my life to it. Began my degree in it. But had to stop due to injury. I miss it every day.

Music matters.

Dance Matters.

So DANCE FATIMA.

DANCE. pic.twitter.com/fD50DzJJog

— Dr. Jennifer Cassidy (@OxfordDiplomat) October 12, 2020

Dublin band Fangclub also playfully mocked the campaign with an "anti-arts" ad of their own.

Questionable anti-arts ads: they’re not even trying anymore.... pic.twitter.com/KOOWnSWijl

— FANGCLUB (@fangclub) October 12, 2020

Fatboy Slim, meanwhile, described the ad as "unbelievable", and said that "the government is throwing the arts under a bus".

This is unbelievable. The government is throwing the arts under a bus.#Fatima pic.twitter.com/PuCvV3maMJ

— Fatboy Slim (@FatboySlim) October 12, 2020

Primal Scream's Simone Marie has pointed out that the ad was in fact originally launched before Covid-19 – but notes that it "still resonates" and is "still 2000% bullshit."

Take a look at more responses on Twitter below:

Congrats to Fatima on her retraining in Cyber. pic.twitter.com/LY1ZMG6yQD

— edgarwright (@edgarwright) October 12, 2020

The future Tories want. pic.twitter.com/twwSWfG5Cj

— Andy Kelly (@ultrabrilliant) October 12, 2020

Not that you need me to point this out but if you have a burning desire to be creative and to work in the arts, do NOT rethink, reskill or reboot. Just keep fucking going.

— Michael Spicer (@MrMichaelSpicer) October 12, 2020