On the heels of that move, the U.S. Labor Department recently kicked off a social media campaign. Even more controversial, it has brought up intense criticism for using generative ai artwork that only depicted white male workers. This campaign, which was intended to celebrate American workers and the American Dream, has drawn condemnation from labor leaders and former officials who argue it promotes a troubling narrative reminiscent of extremist ideologies.
The new campaign featured this very inspirational video, “Remember Who You Are, American. It creatively showcased messaging such as “One Homeland. One People. One Heritage.” Critics have noted that these messages are eerily reminiscent of phrases used in Nazi propaganda. Christopher Hayes, a political commentator, remarked, “The similarity to that Nazi slogan is bad.”
Jimmy Williams Jr., the General President of the International Union of Painters and Allied Trades, expressed his dismay at the campaign, stating, “When people tell you who they are, believe them.” He claimed the Labor Department of retreading “far-right and fascist imagery” in its social media outreach. He further emphasized the dangers of such rhetoric by connecting it to recent violent incidents, saying, “There is a very clear through-line between the administration’s fascist imagery and their violent behavior.”
Former staffers at the Labor Department have made similar statements. One anonymous ex-employee described the rhetoric as “disturbing and harkens back to a whites-only era.” They highlighted that the current political tone within the department creates discomfort for career staff and undermines the agency’s credibility with workers and employers.
Puneet Maharaj, Executive Director of National Nurses United, was on the same page. He stated that the outcomes of such messaging “harm workers and weaken the agency’s mission.” Maharaj pointedly denounced the Labor Department, calling its recent move “fascist propaganda.” He underscored his shock at witnessing a federal agency advance white supremacist priorities.
In an email, a spokesperson for the Labor Department defended the campaign in strident terms. They claimed that it was intended to recognize American workers and foster American pride. Now, as that criticism continues to grow, the impact of that hard-hitting campaign’s messaging is becoming all too clear.
Another former Labor Department official remarked on the quality of content produced by the department, stating, “Now it’s a place where they can find AI slop developed by a 23-year-old, with no discernible insights on work or workers.” This comment captures the overall frustration about what seems like a lack of direction and focus by the department.
Labor leaders have expressed concern over how this campaign could sour relationship between workers and their employers. According to one anonymous department employee, intimidation culture crushed workers’ ability to report and work together. This both unjustly punishes them and undermines the agency’s core mission.
With fast-rising public scrutiny, the Labor Department is under pressure from all sides to reconsider its positive communications offensive. The ongoing backlash highlights a significant divide over how federal agencies should represent American workers in an increasingly polarized political climate.