On International Women's Day 2024, JCDecaux UK is sharing an inspiring message from Tendai Moyo, Co-Founder of Ruka, one of the winners of a joint initiative between JCDecaux UK Reach and the Black Founders Fund by Google for Startups, for which Ruka were awarded the prize of an Out-of-Home campaign with JCDecaux UK to help them scale up and build brand fame. Tendai shares how her brand inspires inclusivity, advice that we would give to other female business founders and the role that OOH has played in getting her message out to Ruka’s target audience.
Black women were able to see themselves as a consumer valued. We did a campaign which incorporated people smiling, the hair process felt very fun, innovative and science driven and seeing this product that forms such a big part of [black women’s] culture displayed in a positive light on billboards was game-changing.Tendai Moyo Co-Founder of Ruka
The JCDecaux Reach Programme is designed to increase representation across Out-of-Home, champion ethnically-owned businesses and represent more diverse consumers at the heart of our communities.
Find out more about Ruka's campaign here.