FBI Recruitment

CHALLENGE:
Recruit Muslim Americans.

SOLUTION:
Run ads written entirely in Arabic.
The ads would not only speak to the FBI's most critical target, but will also have a secondary effect,
driving web traffic among non-Muslim readers made curious by the FBI's communications.

TRANSLATION:

Maybe you've been pulled aside at the airport. Maybe you've been pulled over while driving. Regardless, you've had enough of the stereotypes that have been placed on you. By joining the FBI, you can change things from the inside. The more Muslim Americans working within our organization, the higher the probability of catching the Muslims who have turned your religion into a weapon. Help us make America safe. For everyone.

TRANSLATION:

You don't hate this country. You don't follow the words of Osama Bin Laden or Al Qaeda. But there are people who do, and they have become the face of your religion. With every rumor of terror, the fear of Islam grows. But you have the power to stop this. By joining the FBI, you will fight the people who have corrupted the teachings of Allah. Bring your voice to the cause. Help us make America safe. For everyone.

OOH BUS

TRANSLATION:

Change the minds that see Muslims as a threat by stopping the Muslims that see this as a target.

OOH AIRPORT

TRANSLATION:

Air travel is never easy. It’s even harder when you feel like a suspect. But you can change this. By joining the FBI you’ll be fighting to apprehend the fanatics that have created the stereotypes affecting your people. Help us make America safe. For everyone.

OOH SUBWAY

TRANSLATION:

Maybe you’re on your way to work. Maybe you’re going to see friends. But they don’t know that. Someone on this train is thinking, “Is that a person I need to fear?” It doesn’t have to be like this. As a Muslim working for the FBI, you’ll be able to help us make America safe. For everyone.

Copywriter - Ramein S. Rasoli & Tristan Smith
Art Director - Jeenal Shah