JCDecaux has launched Nurture for Country, a new initiative as part of its Reconciliation Action Plan (RAP). It is designed to support the economic participation of First Nations businesses through Out-of-Home advertising.
The program gives eligible First Nations businesses access to JCDecaux’s national Out-of-Home network, with matched media investment and strategic campaign support to help scale brand presence.
David Watkins co-CEO at JCDecaux Australia & New Zealand and RAP Working Group Sponsor said: “Nurture for Country uses the scale of our national network and expertise of our people to create real economic opportunity. By backing First Nations businesses with media investment and strategic expertise, we’re helping them build long-term brand recognition and supporting sustainable growth.”
The program is designed for established First Nations-owned and controlled businesses that are ready to grow their market presence. JCDecaux will match media investment dollar-for-dollar, provide media planning support, and will deliver audience insights and brand tracking for larger campaigns.
The initiative builds on a successful pilot of the program in 2025 with the KARI Foundation, leaders in the space of Aboriginal child protection.
KARI’s Become a Carer campaign, aimed at raising awareness of the need for more carers for Aboriginal children in NSW, ran across JCDecaux’s network in Sydney. It saw enquiries increase by 67 per cent and website visits rise by 440 per cent during the campaign period.
Co-chair of JCDecaux’s RAP working group and executive general manager corporate affairs Tess Phillips said economic empowerment is central to reconciliation.
“This program ensures we are supporting First Nations businesses in a practical and scalable way, helping them compete, grow and be seen across Australia.”
