• by Fern Siegel , 5 hours ago

“When it comes to careers, the right fit is everything.” That's the ethos behind new work for Britebound, a rebrand of the former American Student Assistance, based out of Boston. 

The nonprofit helps kids as young as middle school through high school access key tools for future careers. The tag is “finding their why.” The new site content and campaign is thanks to two agencies: FUSECreate and design partner Jacknife.

Steve Miller, executive creative director at FUSECreate, told Agency Daily: “Helping Britebound tell that story, about students discovering their own passions, that lead to fulfilling careers right out of the gate. With this campaign, we position that passion as 'The Right Fit,' showing students on job sites and in roles that illustrate through humorous depictions, that when you find what fits, it all just feels right. 

The extensive campaign work includes DOOH in various cities, including Phoenix, Tucson, Boston, LA, San Francisco and San Jose. CTV buys are bought programatically, appearing on networks that best match the target audience. 

OOH placements are strategically located in 14 locations across Boston and Los Angeles. In addition, audio ads stream via music, radio and podcasts.

Britebound provides free digital experiences directly to millions of students. By aligning research, investments and advocacy, it connects career exploration and work-based learning with real-world results.

Mikey Richardson, co-founder, Jacknife, added: “We’re proud to have helped build a brand that’s all about optimism, momentum and opening doors for the next generation.”