About the program
The Nurture for Country program supports First Nations-owned and controlled businesses looking to reach new audiences, scale their business, and build long-term brand awareness through access to our extensive Out-of-Home advertising network and in-house agency resources. The program is built on a pay-it-forward ethos that helps brands grow together.
Nurture for Country is a local, Australian-based initiative, that aligns with JCDecaux’s broader commitments to reconciliation and supports the Australian Government’s Closing the Gap targets.
The program is part of our larger Reconciliation Action Plan (RAP), designed in collaboration with First Nations voices and organisations.
How it works
Participation and planning
Once an organisation is accepted into the Nurture for Country program, you will participate in a kick-off meeting to discuss the process, and your business goals for the Out-of-Home campaign.
Inclusions and investment support
- We will match your investment dollar for dollar of media spend.
- We will help you optimise your creative for success.
- We will assist with media planning, data and insights.
- We will conduct brand tracking for investments greater than $100k.
Partner network
We can support your business with PR and connect you with our wider network such as KARI Business Enterprise program and partnered venture capital firms.
Annual opportunity to boost campaign
Each year we will award a $250,000 free marketing campaign to a Nurture for Country business that is part of the program
Eligibility criteria
Nurture for Country is designed to support First Nations’ businesses that are funded and scaled, and looking to build their brand in the market long-term
- The business must be 51% or more owned, managed and controlled by Aboriginal or Torres Strait Islander people with proof of certification (from Supply Nation, Kinaway, ASIC reports or governance documents).
- The organisation must have been operating successfully for at least 12 months prior to application.
- The business must be new to JCDecaux.
- A minimum $10,000 campaign media investment is required by the business applying.
- The campaign must commence within six months of the business being selected as part of the Nurture for Country program, and is available for a two-year period, commencing from the first campaign date.
- The business is required to share campaign results with JCDecaux. With the business’ consent, JCDecaux may share results with third parties.
