After a year-long endeavor to secure a brand identity that better encapsulates the mission and values of the private sector Exchange Visitor Program, the U.S. Department of State’s Bureau of Educational and Cultural Affairs (ECA) announced the launch of BridgeUSA, a professional brand for the exchange programs.
ECA introduced the new name, logo and motto of “Connecting global leaders, creating lasting impact” via a virtual meeting in late October with opening remarks from Assistant Secretary Royce. In the words of ECA,
“BridgeUSA unifies ECA administered, private sector programs under one umbrella and brings the mission and global impact of our programs front and center in the name and creative tagline. The BridgeUSA moniker embodies ECA’s mission to build enduring bridges of friendship between people and nations. The tagline “Connecting global leaders, creating lasting impact” underscores the impact of the program: cultivating a network of global leaders that create lasting impact in their communities and our world.”
The private sector exchange programs that will fall under the BridgeUSA brand include Professor, Research Scholar, Short-Term Scholar, Trainee, Intern, College and University Student, Teacher, Secondary School Student, Specialist, Alien Physician, Camp Counselor, Au Pair, and Summer Work Travel. Cenet is a designated sponsor for the Trainee, Intern, Camp Counselor, and Summer Work Travel programs, and also administers The Magellan Exchange for both US and international university students. These programs have all served a vital role in building connections and creating a lasting impact within the US and the rest of the world since they were established with the Fulbright-Hays Act of 1961. Cenet looks forward to embracing a unified brand that represents the importance of these programs for diplomacy and mutual understanding.
ECA’s new BridgeUSA website (formerly known as J-1 or the Exchange Visitor Program) can be found here.