JCDecaux launches Nurture for Country with Chalkwest as first partner

JCDecaux has launched its Nurture for Country program with its first partner, Western Australian vehicle rental company Chalkwest.

Nurture for Country began earlier this year as part of JCDecaux's Reconciliation Action Plan. It gives eligible First Nations businesses access to JCDecaux's national Out of Home network, with matched media investment and campaign support, to support their economic participation.

Chalkwest is an Aboriginal-owned and operated vehicle rental provider and an independent franchisee of Budget Car & Truck Rentals. It was established in 2000 and is led by Zak Kirkup, Managing Director, Chalkwest.

It has a fleet of more than 1,300 vehicles across 12 towns and seven airports in Western Australia, and is the state's largest Aboriginal-owned and operated provider of its kind.

Kirup said: "As Chalkwest grows, so does our ability to create employment and training pathways, support Aboriginal businesses and invest back into the communities where we operate. This partnership with JCDecaux gives us an incredible platform to grow our visibility and show what an Aboriginal-owned business can look like at scale.

“We’re proud to be the first Nurture for Country partner and excited about what that visibility can create for Chalkwest and, importantly, for the people and communities growing alongside us. There’s no point in being an Aboriginal-owned business if we are not also helping other Mob too.”

The campaign aims to build awareness of Chalkwest among business decision makers and increase activity across its locations. The first phase is running with Perth Airport, before rolling out across JCDecaux's Western Australian network, including Digital Large Format, Small Format and Transit.

Tess Phillips, Executive GM Corporate Affairs and RAP co-chair JCDecaux, said: "Our first Nurture for Country campaign is an important step in turning our reconciliation commitments into meaningful action.

“Launching Chalkwest’s campaign with Perth Airport gives us the opportunity to put an established First Nations business in front of more than 18 million passengers who pass through the airport each year1, creating greater visibility and opening the door to new audiences and opportunities.”

JCDecaux launched Nurture for Country earlier this year, an initiative set up 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 follows a 2025 pilot with Indigenous not-for-profit KARI Foundation. During KARI's Become a Carer campaign, enquiries rose 67%, and website visits rose 440%.