The FBI goes to Berkeley.(Federal Bureau of Investigation, University of California (Berkeley))(Brief Article)

Advertising Age, November, 2005

BERKELEY, Calif.- The FBI has tapped students at the University of California, Berkeley, to create a marketing campaign designed to recruit more women, young people and minorities, administrators said.

The agency is trying to shed its conservative image by soliciting the advice of students from one of the country's most diverse campuses, said Michelle Woodland, a program facilitator with EdVenture Partners, the Internet-based consulting firm working with the FBI and students on the project.

Berkeley's campus is mostly female and more than 40% are Asian-Americans and Pacific Islanders.

"You see FBI agents portrayed on TV and in the movies and it definitely is that middle-age white male [in the roles]. That is definitely not what the FBI is...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.