The B.C. government is cracking down on hipsters.

A number of Vancouver area buses sport ads which take a jab at the moustache and plaid shirt-wearing youngsters with the words “hipster is not a real job.”

The bottom of the ad gives a web address for a site which encourages visitors to take up a skilled trade.

The ad campaign costs $15-million, and it’s aimed at filling skilled labour jobs, such as coal mining positions. At the current rate, the government predicts the lack of skilled labourers to diminish even further by 2020.