UMVA has learned that a shocking collaboration between reality TV star Gemma Collins and the UK government's Department for Education has left the internet stunned.
The unexpected partnership was revealed in an 18-second advertisement on the Department for Education's official social media account, featuring Gemma Collins, a former star of The Only Way is Essex. In the video, Gemma declares she's been enlisted to 'help sort things out' – but doesn't clarify what those 'things' are, or exactly what she will be doing.
The ad shows Gemma turning around and revealing herself to the camera outside the Westminster building before making a peace sign while going up a lift. It then cuts to her inside the department, asking: 'Right. What are we doing to help the children?' Education Minister Bridgit Phillipson then opens the door to her office and tells Gemma to 'come in and have a chat'.
The advertisement sparked a barrage of criticism, with many calling it 'disgraceful', 'performative', 'tone-deaf', and 'pathetic'. Critics argued that the department should have consulted with experts in education instead of a reality TV star. One commenter wrote: 'No shade to Gemma Collins but the DFE have not read the room here. Listen to your teachers, students and parents who are crying out for change.'
Gemma responded to the backlash on social media, writing: 'I see all your comments I'm going to change everything and help Everyone please do not worry.' However, many fired back, with one writing: 'This is NOT a time for joking around. I think this is really going to backfire.'
Gemma Collins, 45, rose to fame starring on Towie from 2011 until 2019, going on to appear on other reality shows. Her involvement in the Department for Education's campaign has raised questions about the government's approach to education and the use of public funds.
The controversy surrounding the ad has sparked a wider debate about the role of influencers in government campaigns and the importance of expertise in education policy. As the backlash continues, it remains to be seen how the Department for Education will respond to the criticism.
