Department for Education Faces Backlash Over Gemma Collins Collaboration
The Department for Education (DfE) has encountered criticism following its partnership with reality television personality Gemma Collins to promote post-16 education through social media platforms.
Collins features in several videos posted on the DfE's social media accounts, including a discussion with Education Secretary Bridget Phillipson.
The decision to include The Only Way Is Essex star has been questioned by members of the public and campaigners concerned about the government's support for children with special educational needs and disabilities (SEND). These groups have expressed dissatisfaction with the videos.
Education Secretary Bridget Phillipson responded to some of the negative feedback, describing it as
"outright snobbery and just downright unpleasant"and emphasized that Collins possesses a reach
"politicians can't reach".
Gemma Collins, known for appearances on shows such as Celebrity Big Brother, I'm a Celebrity Get Me Out of Here, Celebrity MasterChef, Celebs Go Dating, and Dancing on Ice, has an Instagram following of 2.3 million users.
In comparison, the DfE's Instagram account has approximately 85,000 followers, while Bridget Phillipson's personal account has around 19,000 followers.
The DfE highlighted that the collaboration aims to showcase
"how we are transforming post-16 education"and to support young people's aspirations for
"high quality vocational courses."
According to BBC sources, Collins agreed to collaborate with the DfE to raise awareness of alternative pathways for young people who may not consider university as their preferred option.
One video shows Collins entering the DfE offices accompanied by the theme music from the film The Devil Wears Prada. In this video, she asks,
"Right, what are we doing to help the children?"
She also participates in a conversation with Phillipson about vocational education and shares her admiration for monarch Richard III.
In response to concerns regarding the department's expenditure on influencers, the DfE stated on their Instagram post that
"GC wasn't paid. The two had a great chat about the education system. Stay tuned."
Concerns Raised by SEND Campaigners
Although the videos do not specifically address SEND, Aimee Bradley, a mother of three autistic children and founder of the parent campaign group SEND Sanctuary UK, expressed her desire for an apology concerning the videos.
Bradley remarked to that
"Some parents are literally grieving children lost after years of unmet need, school trauma, mental health collapse, and systemic failure."
She is currently awaiting a tribunal decision regarding her son's school placement and has participated in consultations on proposed changes to support SEND children and young people in England.
Bradley described the release of PR content and celebrity-focused videos immediately following the consultation's closure as
"honestly sickening."
She further stated that many other individuals could have been involved in the videos who would have demonstrated
"greater care and understanding."
Bradley added,
"It felt like a joke on us parents, it came up the day after the consultation closed, there needs to be an apology for us parents, who are literally just fighting for our lives."
Amy White, a parent of a child with SEND and an advocate, commented that the government's latest campaign indicates a lack of awareness of the current climate.
She criticized the use of a reality TV star who neither has children nor possesses
"lived or professional experience supporting children with SEND,"describing it as
"completely disconnected from the reality families face every single day."
White added,
"The Department for Education appears to think promoting pantomime-style reels is somehow going to reassure parents that they are acting in our children's best interests. It is frightening. It is insensitive. And for many families, it feels downright insulting."
Support and Criticism from Educators and Experts
Despite the criticism, teacher Russell Clarke told the BBC that while it may be
"easy"to criticize the choice of Collins, he understood the rationale behind it.
He explained,
"If the aim is to engage young people, they are unlikely to be actively following or interacting with the DfE unless the message is delivered by someone they already engage with on social media."
Clarke also noted the potential challenge of
"blurring"the intended message, cautioning that when Collins states,
"I didn't get qualifications, and I've still become successful,"some young people might interpret this message incorrectly.
He suggested that a broader range of contributors might be preferable for such conversations.
Education Secretary Phillipson, speaking on BBC Radio 5 Live about the backlash, reiterated that Collins has a reach
"politicians can't reach."
She stated,
"I think some of some of the discussion I've seen has veered between outright snobbery and just downright unpleasant, a bit of kill joy attitude, you know, there's enough doom and gloom in the world."
Phillipson emphasized Collins's enthusiasm for encouraging children to work hard at school, particularly in areas where
"people don't see doing well in school as being the route to a good life."
She added,
"If she can get that message across to some of the young people that frankly don't really care what the secretary of state of our education's got to say about the topic, then I think that's good for all of us."
Arguing that the campaign reached audiences they would not normally access, Phillipson said,
"That's really important. If we want every family to know what's out there, to know the support that's available, and to understand what the vocational routes are for young people that we're just announcing today."
Dr Gillian Brooks, senior lecturer in strategic marketing at King's College London, commented that the issue is less about Collins herself and more about the DfE's choice of an influencer whose
"public identity is rooted in entertainment culture rather than education or vocational training."
She told that when organizations collaborate with influencers, the goal is to amplify the institutional message rather than allow the influencer's personality to
"dominate the conversation."
Dr Brooks stated,
"The influencer's personal brand has overshadowed the policy message the department was attempting to promote."
A DfE spokesperson said,
"It's crucial that we meet people where they are, with information they need to know – whether that's at weekly face to face events with parents and teachers or on social media platforms... This collaboration has enabled us to reach a wider audience and make them aware of the opportunities they can benefit from, which is a key part of our commitment to transform the life chances of all children and young people."
Additional reporting by Rahib Khan.
