JCDecaux has unveiled an initiative that intends to help brands led by people from black, Asian and multi-ethnic (BAME) backgrounds better target audiences in out-of-home (OOH) ads.
The ‘Reach’ programme uses JCDecaux’s location targeting and data-driven planning tools to aid BAME brands in reaching more relevant consumers for their services and products.
The scheme is a collaboration between the out-of-home ad provider JCDecaux, Google’s Startups Black Founders Fund – a £3.3 million fund that helps black-led tech startups battle racial inequality in venture capital funding – and MSDUK’s 2023 Innovation Challenge.
Reach also aims to connect larger brands with diverse communities through inclusive and representative messaging.
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“Bringing more diverse businesses onto our medium will foster an increase in more representative advertising content, underpinning our commitment to making out-of-home accessible and relevant for all,” JCDecaux UK chief commercial officer Mark Bucknell said.
To debut the initiative, two recipients of the Google for Startups Black Founders Fund will be gifted an out-of-home campaign.
Google EMEA head of venture capital and start-up partnerships, Rachael Palmer, added: “This partnership will both enable these founders to reach the audiences needed to scale their businesses, while also inspiring the next generation of black entrepreneurs to turn their ideas into thriving start-ups.”
