Bauer Media Outdoor has announced five winners from its Compass scheme, an initiative designed to help grow black-owned businesses through OOH media.
The winners are: tuition business First Rate Tutors; ethically sourced brand Blue Turaco Coffee; natural skincare company Yendy; sweets and pastries maker Flake Bake; and soft-drinks producer Revibed Drinks.
Each wins a national digital OOH campaign worth £50,000 to help increase their visibility and brand awareness.
Campaigns will go live across Bauer screens nationwide later this year.
Almost 200 businesses applied to the Compass initiative and 11 were shortlisted.
Each shortlisted business was asked to respond to questions covering inspiration for their business, customer base and growth plans, how they would use OOH to accelerate growth and proposed amplification of the OOH campaign.
The other six shortlisted businesses were: fashion label Amari Amari; soft-drinks brand Chaps; haircare maker Dizziak; culinary business Novice Kitchen; journalling app Storia World; and food company Yumchop Foods.
Judges comprised leaders from The Gym Kitchen, Wavemaker, Lloyds Bank, The Elephant Room, Brixton Finishing School, the7stars and Publicis Media.
Compass is part of Bauer’s wider mission to champion DEI in media by offering a platform for businesses that would otherwise not have access to nationwide visibility.
The scheme is run in partnership with discovery platform Jamii, with co-founder Courtney Ismain pointing to the “power, potential and innovation” of this year’s winners.
Caroline Forbes, head of OOH agencies at Bauer Media Outdoor, said Compass aims to “elevate black founders who deserve to be seen and celebrated”.
She continued: “These five brands stood out with their compelling brand propositions, unique strengths within their respective categories and growth strategies that will enable them to capitalise on the OOH advertising opportunity.”
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