Flyers like this one at the Becker College Leicester Campus, quoting the internet meme "I Believe in Sherlock," have been appearing on college campuses throughout the U.S..
Photo credit: Daniel Castro

LEICESTER, Mass. — While far from 221B Baker Street, London, students at Becker College's Leicester Campus have lent their support behind Sir Arthur Conan Doyle's heroic detective, Sherlock Holmes, and fliers touting the new popular fan meme "I Believe in Sherlock" have been appearing throughout the Student Center.

The fad stems from the popular BBC show “Sherlock” which re-imagines the stories in a contemporary setting and has the eponymous genius detective making use of modern technology as he solves crimes through the science of deduction.

In addition to receiving critical acclaim, the show has developed a following both in the UK and the United States, where it airs on PBS, and fans worldwide have recently taken their passion for it viral through Facebook groups, hash-tagged tweets on Twitter, and photos on Tumblr.

Colleges in particular have seen the sudden appearance of mysterious fliers and artwork around campus, and now Becker College in Leicester is not without its own group of Sherlockians joining the craze.

At the end an episode, the phrase "I Believe in Sherlock" was uttered by Dr. Watson, played by British actor Martin Freeman, and it has since become one of the most prominent quotes used in the meme (or internet culture fad).

The fliers found in the Student Center at Leicester's Becker Campus show the profile of Sherlock (as portrayed by Benedict Cumberbatch) and also feature a QR Code linking to one of the many Tumblr sites connected to the movement.

Do you believe in Sherlock Holmes? What are your thoughts on the internet craze? You can join the fun by spreading the word on Facebook, or hash-tagging #BelieveInSherlock on Twitter.