The culture secretary, Oliver Dowden, has condemned a “crass” advertising campaign which suggested a ballet dancer could “reboot” their career by moving into cyber security.
The advert, 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.”
The poster, one of a series which featured people from a variety of other professions, was heavily criticised on social media, prompting the intervention from Dowden.
The government has been approached for more information about when the campaign launched.
Among the critics was the singer Darren Hayes, who posted on Twitter: “Stick with your dreams, don’t listen to this shit campaign written by people who, when not working, turn to the arts – music, tv, film, theatre, dance, photography, etc etc for joy. Making