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The 10th District of the American Advertising Federation aims to educate minority high-school students about the advertising industry as part of Kaleidoscope, its new diversity initiative to be launched in the fall.

The goal of the start-up program is to introduce minority high-school seniors to the industry with the hope they will choose a career in advertising, says Alexis Aduato, chairwoman for cultural diversity for the 10th district AAF, which covers Arkansas, Louisiana, Oklahoma and Texas.

Ms. Austin says the name Kaleidoscope was chosen because the term "cultural diversity" is becoming a turn-off.

"You don't want to have a stigma on top of a stigma. The earlier we reach [high-school students], the more feasible it is that they will choose our industry as a profession," says Ms. Aduato, account director at Rushing Advertising, Austin, Texas.

Ms. Aduato, also active in the Austin Advertising Federation, says it has a separate program conducted in conjunction with its local Junior Achievement office. That mentorship program pairs minority high-school students with Austin

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