How the government got it so wrong – The Fatima’s next job campaign debacle
Who would sign off this advert?
Like many I opened up my Instagram on the 13th October to see this advert over and over again. “Fatima’s next job could be in cyber”.
Oh lordy – someone’s head is on the chopping block was my first thought! Who signed this off!?
What’s hilarious is that within hours the culture secretary, and no.10 disowning the advert immediately – one has to wonder what is the approval process for these kind of campaigns? Because whatever it is, I can assure I could help you create something more robust.
Think what you like about how the government’s handling of the COVID pandemic. Their marketing ‘slogans’ have been pretty clear – firstly, it was “Stay at home, Protect the NHS, Save lives.” A clear plea to the British public pulling on our passion, respect and I suppose ultimately love for the NHS. For those who have seen the BBC’s Brexit: The Uncivil War programme with Benedict Cumberbatch playing Dominic Cummings, this slogan rang true of the scene where he taps into the love, and fear of losing the NHS that the British people have – and it certainly felt he was doing that again.
They then moved to the highly criticised “Stay alert, Control the virus, Save lives” – criticised because of the concept of ‘staying alert’ somehow stopping the spread of a pandemic; this swiftly moved into the current – Hands, Face, Space.
Whilst these have all had kick-back, as a marketer I can see what they were trying to do, to create simple messaging at a terrifying time, and get people to take a particular action for the good of the many.
So the question is, who the hell was put on the rethink, reskill, reboot campaign?
So why was this so wrong? The list below is by no means exhaustive but here’s five to get you thinking:
1) The art and culture world are currently extremely p*ssed off
Millions of people are currently out of work, the culture grant didn’t go far enough, and we currently have no timeline or indication of when we may see it come back, even in a new kind of normal. One of the things you learn as a marketer is to speak to people at a moment when they are open to be marketed to. Wow no.10 this was not that moment!
2) Their timing was also catastrophically off!
We’ve all been there, you’ve got a big announcement planned, then one of the Royals has a baby, a celebrity is found cheating, or a pandemic hits, and all of your marketing is scuppered. Well, our government chose the day that the art council grants were distributed to release this message – the day that thousands of businesses in the art and culture world didn’t receive their necessary funding to keep them going; and the government decided that that was the day to try and tell everyone to retrain.
3) The messaging and sentiment were (catastrophically) off
Whilst I’m a marketer I’m lucky to have lots of clients and friends who work in this industry; and I’m therefore acutely aware that people who work in the arts industry, tend to do it because (and this list is by no means the only reasons):
It’s a calling and something their passionate about
They’re really good at it
They’ve spent years training, be that as an actor, to play an instrument, or in Fatima’s case a dancer). And that training was probably very expensive
It’s not their hobby, it’s a career
In this advert the government is flippantly suggesting giving it all up as if it were as simple as changing the sports club you go to on a weekend.
4) Their carefully crafted image, was created by artists
A photographer to take the photo. A stylist to style the shoot. A lighting director to get it light perfect, and then it will have been put together in a graphic artist studio. Not to mention the actual ballerina. The irony was not lost on the masses.
5) Let’s be honest, the sentiment is just wrong
Whether you’re a lover of the arts or not, creativity and art permeate every part of your life. From the colours of the clothes you wear, to what you watch on television, what you listen to, and for many, how they spend their free time. At time when the world is collapsing; and hearing live music brings a tear to the eye (as happened to me the first time I heard a half decent busker after lockdown); the government have not read the mood of the nation.
To anyone in the artworld who is currently looking for some marketing support. Get in touch – we’d love to help!