When Donald Trump ran in 2016, many of his supporters were banking on the real estate mogul’s successful empire to help them transform their own pennies into mountains of gold. Now, with a pandemic and unemployment rates skyrocketing, that potential is being put to the test and proving to be failing. As of July, the United States is being gravely incapacitated by an economic collapse caused by a national stay at home orders and the shut down of non-essential businesses. In April, a record number of 20.5 million people lost their jobs, a decline reported as being the most sudden on record.

Still, Trump’s daughter Ivanka Trump wants Americans to pull themselves up by their own britches and “find something new.”

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In a new ad campaign called “Find Something New,” Ivanka Trump is attempting to encourage unemployed Americans to find new careers.

The adviser to her father launched a new initiative on Tuesday urging Americans that are unemployed to find new careers during virtual roundtable which took place amongst other business leaders. Apple CEO Tim Cook was also involved in the discussion which featured a handful of Americans opening up about their own employment stories.

“Now, as a result of COVID, people need to, unfortunately, in some cases learn a completely new skill,” Trump urged during the campaign’s launch. “But that is also an opportunity to be put on for a new trajectory for themselves and their lives and we want to facilitate that connection back to the workforce and make it as smooth as possible.”

Users on Twitter were quick to lambast the “Find Something New” campaign in part for its title. After all, the suggestion to many Americans who have forged careers through years of work and financial commitments to their education is as CNN puts it, “too simplistic a catchphrase to describe the unemployment meltdown happening for millions of Americans as a global pandemic continues to ravage physical and financial health.”

In response to critics, Ivanka Trump defended herself on Twitter.

“I suggest that you visit http://FindSomethingNew.org,” Trump wrote. “This initiative is about challenging the idea the traditional 2 and 4 yr college is the only option to acquire the skills needed to secure a job. This work has never been more urgent.”

Born out of the American Workforce Policy Advisory Board, Trump’s “Find Something New” campaign has a website that directs users towards other work opportunities. Trump, a graduate of Wharton School of the University of Pennsylvania, whose niece recently claimed he cheated to get into, has recently called his supporters to overlook college and university job programs in favor of vocational and technical schools. His daughter, Ivanka Trump herself is also a graduate of University of Pennsylvania’s Wharton School of Business and while she has proven to be a jack of various trades in terms of career (besides being an advisor to her father, she is a reality star and designer) can undoubtedly chalk all of that up to the success of her own father.