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With only a few days left in President Obama's administration, the White House branch that handled some of his most important technological endeavors is looking to raise its profile in Silicon Valley. 。
The U.S. Digital Service, an Obama-founded White House branch dedicated to improving and expanding the federal government's various online services, launched a new marketing campaign on Tuesday that appeals to potential tech industry recruits with a familiar face: Steve Jobs. 。
SEE ALSO:Take a virtual reality tour of the White House narrated by President Obama 。The group claims the campaign is the first marketing material to ever feature footage of the late Apple co-founder outside of the Cupertino company's own advertising. 。
The hope is that Jobs' words — a passionate recital of his worldview culled from a 1994 television — will inspire at least some technologists to come to Washington, D.C., and serve for one of the temporary tours of duty on which the agency relies. 。
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"This campaign is part of an effort to really inspire a tradition of public service in Silicon Valley," said David Kaufman, the USDS' head of public engagement. "That's the message we want to get out and what Steve's words really did a good job of conveying." 。
The USDS was founded in the wake of the administration's botched Healthcare.gov rollout under the leadership of Mikey Dickerson, the engineer credited with playing a key role in fixing that website. Since then, it's helped to revamp the Veteran Affairs application process, partially digitize the immigration system and beef up Pentagon cybersecurity. 。
The group is fond of referring to itself as a startup within the White House. 。
The new campaign, created by ad agency Havas' New York office, marks the first marketing effort of its kind for the group. 。
The new campaign, created by ad agency Havas' New York office, marks the first marketing effort of its kind for the group. 。
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