Find Something New: A Campaign to Build Pathways to New Careers

The Ad Council, in collaboration with IBM, Apple and the White House, has launched a national campaign that will drive awareness, inspiration and action around new pathways to career success. The campaign, called Find Something New, debuted on July 14 and will appear across all platforms—TV, print and digital. It will drive Americans to to, where they can find a wide range of education and training resources they can use to build skills in ways that are right for them.

With nearly 18 million Americans out of work amid the COVID-19 pandemic, this new campaign will encourage and help people of all experiences and backgrounds develop their skills for the rapidly changing job market. IBM’s participation is part of its broader commitment to open the aperture for pathways to “New Collar” jobs via workforce readiness training initiatives, including apprenticeships, the P-TECH education model, and the Tech Re-Entry program.

Featuring stories from real individuals who found fulfilling careers after embracing new ways of learning, the ads were created pro bono by EightBar, a collective of WPP talent dedicated to IBM, and were filmed remotely to accommodate social distancing. The Ad Council, which leads the campaign, is a non-profit organization that brings together creative minds in advertising, media, technology and marketing to address many of the nation’s most important causes.

“IBM is proud to support the Find Something New campaign as part of our commitment to ensuring that the Digital Era is inclusive and one in which Americans from all socioeconomic backgrounds can participate in the modern economy,” said Ginni Rometty, IBM Executive Chairman and co-chair of the American Workforce Policy Advisory Board working group responsible for the campaign.

To learn more about the campaign and explore its resources, visit