Huddle 2023: Out of Home Advertising: Empowering Minority-Owned Businesses and Fostering Inclusivity

In the ever-evolving landscape of marketing and advertising, inclusivity has become a central theme, driving conversations about representation and breaking down barriers. At Mindshare’s 2023 Huddle, a fireside chat provided valuable insights into how Out of Home (OOH) advertising is playing a crucial role in empowering minority-owned businesses. The discussion, hosted by Cheryl Crilley, Business Director at Kinetic, featured two inspiring voices – Priya Chande, Global Brand Director at WUKA, and Serlina Boyd, Founder and Publishing Director at Cocoa.

WUKA's Journey: 'Wake Up Kick Ass'

WUKA, an innovative brand producing silver & PFA-free period pants, stands for Wake Up Kick Ass." Priya Chande shed light on the brand's origins, rooted in the vision of Ruby Raut, a woman from a remote part of Nepal who experienced first hand the stigma associated with menstruation. Ruby, driven by a commitment to environmental sustainability, founded WUKA to offer reusable, carbon-neutral period pants. Despite being entirely self-funded, WUKA has made a significant impact, helping over half a million women make the switch to a more sustainable and comfortable alternative.

In the early stages, WUKA focused on digital marketing and influencer collaborations as part of its strategy to raise awareness. However, as Priya shared, the brand's approach evolved over time, incorporating OOH advertising into a more sophisticated and comprehensive marketing ecosystem.

Cocoa Girl Magazine: Breaking Barriers and Inspiring Change

Serlina Boyd, the visionary behind Cocoa Girl Magazine, recounted the magazine's inception, which began with a personal journey of her daughter facing bullying and self-esteem issues. Recognising the lack of representation in mainstream media that could uplift her daughter's spirits, Serlina embarked on a mission to create a magazine that celebrated diversity and empowered young girls.

Despite initial scepticism from a publisher who doubted its market viability, Cocoa Girl Magazine not only thrived but became a platform for ground-breaking partnerships. Serlina highlighted the pivotal role of OOH advertising, particularly a partnership with Clear Channel, in drawing attention to the magazine. The visibility on billboards not only attracted brands like L.O.L. Dolls but also touched the hearts of young girls who saw themselves represented in a way they hadn't before.

OOH Campaigns as Catalysts for Change: WUKA's Desi Period Stories

Cheryl highlighted the importance of WUKA's Desi Period Stories OOH campaign to the brand’s growth. Priya emphasised the strategic placement of the campaign in Westfield malls in London, specifically targeting ethnic minority communities. The campaign, backed by the Reach Programme with JCDecaux, aimed to address the taboo surrounding menstruation within some of these communities.

Priya highlighted the importance of OOH's public nature in facilitating impactful and targeted campaigns. Despite initial challenges and criticism for using Hindi words in the campaign, WUKA stood firm in its mission to speak to a growing demographic with spending power and a voice in the conversation. The campaign not only garnered attention from major news outlets but also initiated a powerful community response, with over a thousand people reaching out to share their own experiences.

Empowering Minority Startups: Insights and Advice

In the latter part of the conversation, Cheryl sought advice from the guests for other minority-ethnic startups navigating the competitive landscape. Priya emphasised the importance of actively seeking opportunities, reaching out to organisations dedicated to supporting minority-ethnic founders, and being proactive in media choices. Serlina called for increased investment in OOH, especially for black-owned brands, and encouraged collaborative efforts between businesses and ethnic-minority brands to ensure authentic representation in advertising.

The Impact of OOH Advertising on Local Communities

The conversation concluded by acknowledging the real, direct impact of brands using OOH advertising on local communities. OOH's inclusive nature, with a remarkable 97% reach across demographics, was highlighted. Additionally, almost 50% of OOH's revenue is reinvested back into valuable public infrastructure, emphasising the channel's positive contribution beyond marketing.

In a world where advertising shapes the character of communities, OOH emerges as a powerful tool for normalising, educating, and celebrating differences collectively. As both guests expressed anticipation for their future endeavours with OOH, they concluded that this channel is not just a marketing platform but a catalyst for positive change and inclusivity in the business world.