'Hipster Is Not a Real Job'

"Hipster is not a real job" — That's one of the key messages of a new ad campaign launched by the Canadian province of British Columbia. Have a look at the ads below, which appear on campuses and in transit lines in the province.

The six-week ad campaign (started in August) is part of the province's broader plan to create new jobs, upgrade skills, and better-match workers to employment opportunities. The ads point to the "Career Trek" website, which includes a video series aimed at interesting young people in a range of careers. The videos consist of interviews with professionals in various fields — a lawyer, human resources specialist, mine manager, midwife, pharmacist, and so on. Each video is matched with data on average salaries, unemployment levels, and education and skill requirements in those careers. Each short concludes with the tag-line "this career could be yours."