The success of a pilot funding program in 2025 focused on Aboriginal child protection and cultural learnings has led to the First Nations-focused economic initiative becoming permanent.
JCDecaux's Nurture for Country was formally launched this week, a key plank of its Reconciliation Action Plan which provides eligible First Nations businesses access to the global company's global network of resources.
The Nurture program became an ongoing initiative after the company funded the KARI Foundation, which enhances Aboriginal child protection and cultural identity and connection.
The new program will increase economic benefits for First Nations businesses through brand awareness and advertising support, and includes matching dollar-for-dollar media investment and campaign support to boost profiles.
KARI's 'Become a Carer' campaign, which aimed to raise awareness of the need for more carers of Aboriginal children in NSW, was promoted through JCDecaux's vast Sydney network last year, with immediate results.
Enquiries during the campaign increased by 67 per cent, while KARI website visits rose 440 per cent.
KARI said the initiative to draw people into become carers and help reduce the number of Aboriginal children growing up without cultural connection, identity and stability, was a resounding success.
"For organisations like KARI, visibility matters, and our Become a Carer campaign with JCDecaux helped us reach families we simply wouldn't have otherwise," said Cain Slater, KARI Foundation chief commercial officer.
"The uplift in enquiries was significant and, more importantly, it translated to real people stepping forward to care for Aboriginal children.
"That's the kind of impact that changes lives ... because the campaign was able to reach people who may never have considered becoming a carer, but had the capacity to change a child's life."
JCDecaux Australia & New Zealand co-CEO and RAP working group sponsor, David Watkins, said the Nurture for Country program used the huge scale of the company's national network and expert staff to create real economic opportunities.
"By backing First Nations businesses with media investment and strategic expertise, we're helping them build long-term brand recognition and supporting sustainable growth," he said.
"The Nurture program was designed for established First Nations-owned and controlled businesses that were in a position to grow their market presence."
Besides matching media investment for KARI, the JCDecaux Nurture program provided creative optimisation and media planning support, while delivering audience insights and brand tracking for larger campaigns.
Co-chair of JCDecaux's Reconciliation Action Plan working group and executive general manager, corporate affairs, Tess Phillips, said economic empowerment was 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," she said.
Nurture for Country is part of JCDecaux's 10-year Nurture, a global JCDecaux program launched in 2016 to support startups as they grow.
It so far has assisted more than 250 startups across 13 countries deliver more than 450 campaigns.
Eligibility criteria includes:
1. The business must be 51 per cent 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).
2. The organisation must have been operating successfully for at least 12 months prior to application.
3. The business must be new to JCDecaux.
4. A minimum $10,000 campaign media investment is required by the business applying.
Full eligibility requirements and program information are available on the Nurture For Country website.
