JCDecaux launches ‘Nurture for Country’ program to support First Nations businesses

JCDecaux has launched Nurture for Country, an initiative under its Reconciliation Action Plan designed to help First Nations-owned businesses scale through Out-of-Home advertising.

The program offers eligible Aboriginal and Torres Strait Islander businesses dollar-for-dollar matched media investment across JCDecaux’s national network, alongside strategic planning, creative optimisation and audience insights.

The initiative builds on a 2025 pilot campaign with the KARI Foundation, which ran across JCDecaux’s Sydney network to promote its Become a Carer campaign.

According to JCDecaux, the campaign delivered a 67% increase in enquiries and a 440% rise in website visits during the campaign period.

David Watkins, co-CEO of JCDecaux Australia and New Zealand, said the program aims to help First Nations businesses expand their brand presence through large-scale media exposure.

“Nurture for Country uses the scale of our national network and expertise of our people to create real economic opportunity,” Watkins said. “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 initiative is targeted at established First Nations-owned and controlled businesses looking to grow their market presence.

Participating businesses will receive matched media investment from JCDecaux, as well as campaign planning support, creative optimisation and audience insights. Larger campaigns may also include brand tracking.

Tess Phillips, executive general manager of corporate affairs and co-chair of JCDecaux’s RAP working group, said economic participation was a key focus of the initiative.

“This program ensures we are supporting First Nations businesses in a practical and scalable way, helping them compete, grow and be seen across Australia,” Phillips said.

Nurture for Country forms part of JCDecaux Nurture, a global initiative launched in 2016 to support emerging businesses through Out-of-Home media.

The program has supported more than 250 start-ups across 13 countries, delivering over 450 campaigns.

Eligible businesses must be at least 51% owned and controlled by Aboriginal or Torres Strait Islander people, have operated for at least 12 months, and commit to a minimum $10,000 campaign media investment.