BackLite Media, Dream League, and Sanad Village invite you to the Sustainable Carnival at Sanad Village Garden in The Sustainable City on November 9, from 4 PM to 8 PM.

As part of our BackLite26 initiatives, we are proud to support this meaningful event, which celebrates inclusivity, community, and sustainability. Enjoy a fantastic lineup of activities: inflatable slides, tasty food trucks, a bustling shopping bazaar, an animal corner with a beekeeping workshop, an open-air cinema, and live music—all hosted by Magic Phil.

Our team will be there to host roller skating activities for kids of all ages and abilities. For Dream League, this event is an important step toward creating inclusive spaces where children with special needs can enjoy active play alongside their families.

Entry is free! Please bring your reusable water bottles as we come together to support a sustainable future. We look forward to celebrating with you. Please register for free here: https://lnkd.in/dNsWseiM

Sanad Village is the region’s largest center dedicated to supporting people with autism and other developmental needs, building an inclusive environment and support network for families, helping people with special needs integrate into the community.

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Historically, the out-of-home (OOH) industry has been perceived as resource-intensive thanks to its physical nature. From printed ads to always-on digital screens and illuminated billboards, the environmental impact of the medium is hard to miss. And that’s not to mention the logistics of transporting materials and maintaining physical locations.

So it may surprise people that, according to recent research by KPMG and Outsmart, the accredited OOH trade body in the UK, outdoor advertising is responsible for less than 3.5% of the advertising industry’s carbon footprint and only 3.3% of its power consumption across the region. That placed OOH as the most sustainable advertising medium in the UK, compared to Online, TV, Radio, Print and Email.

While these numbers are impressive, there’s still work to be done for OOH to become a ‘green’ sector. Sustainability is becoming crucial for the industry’s long-term viability, especially as consumers increasingly prefer environmentally conscious products and practices. As a result, brands are investing more in R&D to meet these demands, and agencies are stepping up with initiatives like incorporating sustainable materials into campaigns and setting certification standards for OOH suppliers.

Let’s take a look at the steps the OOH industry is taking to build a more sustainable future.
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Where Does OOH stand in the sustainability conversation?

According to Outsmart and KPMG’s study, OOH represents less than 1% of annual power consumption in the information communication technology (ICT) sector. The large number of personal devices in use and the data transmission networks and data centres that enable them account for 99.4% of annual ICT power consumption.

OOH is also a one-to-many platform where a single ad reaches a broad audience, making it an efficient medium for engaging with large numbers of people. The same study found that OOH emits less carbon per impression than all other media measured, coming in at 0.25g CO2eq – less than half of its closest competitor media.

So, how is the OOH industry addressing sustainability challenges? Many media owners and ad tech providers are setting their own standards for greener practices. Still, some governing bodies are forming committees to foster dialogue and encourage the adoption of sustainable business practices within the industry. For example, the World Out of Home Organization (WOO) has established a Global Sustainability Task Force that focuses on sharing best practices for companies and WOO members to implement sustainability into the heart of their businesses.

Greener practices in OOH

Compared to other advertising channels, OOH media owners have more control of the supply chain and end-to-end operations, allowing them to improve sustainability in a more direct way.

Practices include:

1. Recyclable materials and eco-friendly printing

Traditional or static billboards, typically made from PVC or vinyl, are not biodegradable and pose recycling challenges, leading to more waste in landfills. The production of these materials is energy-intensive and generates considerable waste as they require frequent replacement when ads change. Additionally, the emissions from transporting and installing these billboards add to their environmental impact.

OOH media owners are starting to make significant strides by incorporating refurbished and recyclable materials into billboards and related collateral. The construction and installation of OOH furniture are at the top of mind, with some media owners replacing steel casing wraps around panels with more eco-friendly alternatives and recyclable plastics.

Sustainable printing practices are essential to a greener OOH industry, from using eco-friendly inks like water- or soy-based varieties to partnering with companies that invest in responsible paper sourcing, advanced printing technologies, and effective waste management.

Tip: Just as brands and agencies demand certification requirements for OOH suppliers, media owners should prioritize suppliers based on their environmental credentials and sustainable product offerings.

2. Reusability programs

Once a campaign concludes, it’s important to ensure that all materials are recycled or disposed of in an environmentally responsible manner. This involves managing the disposal of used billboards and signage and informing clients about the available recycling options for their displays. Educating clients about these options helps promote sustainable practices and ensures that materials are handled in a way that minimizes environmental impact.

3. Renewable energy sources

Renewable energy, like switching to LED displays or powering digital OOH (DOOH) screens with solar or wind panels, is another area of investment for media owners. A separate study from Outsmart and PwC found that the outdoor industry has increased its use of renewable electricity to over 90%.

LED technology offers significant energy efficiency and a longer lifespan compared to traditional lighting options, making it an ideal choice for OOH suppliers aiming to reduce energy consumption and operational costs. Solar energy can also power various formats, from digital billboards to kiosks, reducing reliance on nonrenewable electricity. While the initial investment in LED and solar technology may be higher, the long-term savings from reduced energy use and maintenance are substantial. Additionally, adapting to ambient light levels based on the time of day and season and powering down digital screens during overnight hours can further enhance energy efficiency.

4. Local sourcing and community impact

Local sourcing in OOH refers to obtaining materials and services from local suppliers and vendors rather than importing them from distant locations. This approach helps reduce the carbon footprint associated with transportation and supports the local economy. In the context of OOH advertising, local sourcing might involve prioritizing nearby manufacturers for billboards and signs, working with local printing companies, or engaging local contractors for installation and maintenance.

Additionally, outdoor advertising companies must understand how their displays might affect local ecosystems and communities. Proper placement of these ads should be considered to help minimize negative impacts on both the environment and local residents.

OOH advertising’s real-world presence gives it the impact, buzz, and effectiveness that make it a valuable part of any media mix. However, it’s important to balance this tangible, in-person touchpoint with efforts to improve sustainability. By staying mindful of ways to reduce our environmental impact, we can continue to engage consumers effectively while advancing toward a greener future in advertising.

Explore the current state of sustainability in OOH and the industry’s efforts to drive environmentally conscious practices.

Doohx members can access the latest masterclass, Sustainability in OOH, by visiting the Knowledge Base online or via the doohx app. Not a member yet? Learn more here.

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BackLite Media lit up 15 digital screens across Dubai with the universal symbol of peace — a single candle — in solidarity with the Essays for Peace global campaign, which marked International Peace Day on Saturday, 21 September.

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The burning candle creative — which included no words, no logos, and no political affiliations — was part of a worldwide initiative, which spanned more than 40 cities and more than 15,000 screens across the globe.
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Speaking to Campaign Middle East, James Bicknell, CEO, BackLite Media, said, “We are humbled to have taken part in the Essays for Peace initiative to commemorate UN International Peace Day by illuminating digital screens across Dubai, including high-traffic areas along Sheikh Zayed Road. The campaign successfully reached thousands of residents and tourists.”
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On the night of September 20th, when the clock struck midnight to mark the start of International Peace Day, this global action began in several cities in New Zealand and concluded in Honolulu, Hawaii, 36 hours later.

Out-of-home (OOH) companies from all over the planet joined the initiative, from Grupo Vía in  Buenos Aires, Argentina who displayed the candle over 400 screens to LUMO Digital Outdoor who lit the candle on digital screens in Auckland, Wellington, and Christchurch to inspire global unity on International Peace Day.

The candle on the OOH screens replaced normal advertisements on the screens for a maximum duration of five minutes with either the image or a video of a lit candle. Spanish musician Llorenç Barber, renowned for his minimalist-inspired compositions, created a score for peace to accompany this action.

BackLite Media‘s Bicknell added, “As part of a global campaign that involved over 15,000 screens in 40 cities, the peaceful display of a single glowing candle served as a reminder of the power of unity and reflection. At BackLite Media, we believe in the responsibility of Out-of-Home advertising to support meaningful causes that transcend borders.

“Our participation in this initiative aimed to inspire a collective moment of peace, reinforcing our commitment to using our platform to support important global movements,” he concluded.

Last Friday, our team enthusiastically joined Multiply Group's annual beach cleanup initiative at Al Bahia Beach in Abu Dhabi.

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We are humbled to be a part of Multiply Group, which recognises the importance of addressing marine pollution through comprehensive solutions, including prevention and clean-up efforts on both shores and oceans.

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This year, a group of dedicated employees from Multiply Group and its subsidiaries volunteered to clean up a stretch of Abu Dhabi's coastal shoreline at Al Bahia Beach. We effectively gathered 145 kilograms of waste together, showcasing our commitment to this crucial environmental cause.

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Learn more about BackLite26, our strategy to achieve absolute carbon neutrality by 2026.

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As a company, it is crucial to continue to lead the way in sustainability by integrating initiatives that include environmental, social, and governance (ESG) practices into our daily operations. In line with this commitment, we are thrilled to announce our partnership with Reflo, a renowned sustainable apparel company dedicated to creating eco-friendly sportswear and outfits.

Reflo's innovative approach involves crafting clothing from advanced technical fabrics woven entirely from recycled waste materials. This includes repurposing single-use plastic waste and coffee beans, giving them a new life as functional and stylish apparel. 

Notably, the fabrics used by Reflo adhere to several sustainability certifications, including the Global Recycled Standard, Bluesign, Oeko-Tex, and U Trust, ensuring the highest environmental responsibility and product quality standards.

Rory MacFadyen, Co-Founder of Refo, said, “At Reflo, we are driven by the belief that sustainability should be at the core of every business, and our partnership with BackLite Media marks a big steps our shared vision of this. We are a people before profit business, and it is great to see the team at BackLite Media do the same, by weaving our sustainably innovated apparel into the fabric of its operations, helping influence other individuals and businesses alike to make the right choices."

James Bicknell, CEO of BackLite Media, said, "We are delighted to be working with Reflo. Not only does the clothing look fantastic, but the sustainable, future proof design is paramount to our beliefs here at BackLite Media."

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By collaborating with Reflo, we as a company reinforce our dedication to sustainability and promote local businesses that prioritise eco-friendly practices. This partnership underscores our commitment to integrating ESG principles into every aspect of our operations, setting a positive example for the industry and contributing to a more sustainable future.

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A new report from Outsmart, the trade body for the UK Out of Home (OOH) advertising industry, finds that OOH is the most sustainable advertising platform for brands when compared to other major media.

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The findings, produced by KPMG, are outlined in ‘Low Carbon, Low Power: An analysis of OOH energy consumption and CO2 emissions’, published today.

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KPMG’s research found that out of all the media measured (Online, TV, Radio, Print and Email), the OOH industry produces the least amount of carbon emissions per impression.

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OOH represents 3.3% of the UK’s total advertising power consumption, and just 0.067% of all the power consumption in the UK. This means that OOH advertising’s power consumption is lower than its share of all advertising spend (3.8%) * (AA/WARC 2023). The findings reveal that OOH makes up less than 3.5% of the total carbon footprint of the UK’s advertising activities.

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This positive report card for OOH alongside the sector’s ability to improve sustainability is in great part due to OOH media owners having control over the entire supply chain and end-to-end operations. OOH media owners alongside Clear Channel, Global, Ocean Outdoor to name a new contributed their data to the new report, with other media owners providing examples of their ability to reduce emissions across business operations.

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Sustainability initiatives include maximising the recycling rate of materials, converting to more energy efficient lighting, optimising logistics routes, and most importantly, appointing suppliers based on their environmental credentials.

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Tim Lumb, Director of Outsmart, said: “When we look at either the power consumption or the carbon emissions advertising “pie”, OOH is an incredibly small slice. Media owners have control over their supply chain, delivery and end of cycle processes - controls that result in demonstrable reductions to climate impact, at pace.”

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Stéphanie Taupin, Global Strategy Director at KPMG, added: “The study results are consistent with a similar study we did in France: OOH allows brands to execute more environmentally friendly campaigns than other media when measured by contact or pound invested. Furthermore, OOH has opportunities to reduce its climate impact because it benefits from several reduction levers."

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Another recent study from Outsmart and Legacy reported that OOH is in a strong position across several key ESG metrics, performing especially well across environmental factors. Outsmart also recently announced that the UK OOH sector contributed £411m to support public services, infrastructure, communities and employees in 2021 - representing 46% of its advertising revenue.

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“Of course, sustainability efforts have no end point, but the OOH sector is committed to improving and innovating across environmental and social sustainability, as shown in the initiatives from Outsmart members”, Lumb concluded. To download the full report, click here.

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At BackLite, we recognise the need for concrete action to address climate change and that every small step forward is a significant stride in the right direction.Read more about BackLite 26, our strategy to attain absolute carbon neutrality by 2026 here.

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As the world commemorates World Water Day, as a company, we stand for environmental responsibility and actively tackle the menace of plastic pollution caused by single-use plastic water bottles. In a move towards sustainability, we partnered with Loch, a local company specialising in sustainable solutions, to change our approach to hydration.

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One of the company's key initiatives is providing sustainable copper-insulated bottles from Loch to all our employees and interns. This thoughtful gesture promotes eco-friendly practices within the company and sets a powerful example for others in the industry.

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Taking their commitment a step further, we extended this initiative to our esteemed clients from agencies, brands and partners during the last Ramadan season. By distributing Loch's sustainable bottles as a company, we encouraged a culture of mindful consumption among stakeholders.

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In another display of our dedication to sustainability, we collaborated with Loch to gift coffee mugs to our clients. This strategic partnership promotes reusable alternatives and reinforces the belief that sustainability should be ingrained in every aspect of operations.

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At BackLite, the sustainability ethos isn't just a trend; it's a core value that drives their actions year-round. By taking concrete steps to reduce plastic waste and promote eco-conscious choices, BackLite sets a shining example of how businesses can positively impact the environment while excelling in their respective industries.

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In 2015, the world’s leaders came to an agreement to work towards 17 sustainable development goals that have the power to change the world for the better by 2030. These goals aim to fight inequality and address the issues of climate change.

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Arts Help (an award-winning non-profit organisation that uses art as a vehicle for social change) connected with BackLite Media to support the World’s To-Do List. The important message was displayed on our digital billboard on Sheikh Zayed Road. The messages have also been shared by Expo2020; the World Expo currently hosted by Dubai in the United Arab Emirates.

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The campaign’s objective is to generate passion. It aims to inspire governments, corporations, and individuals to assist in reaching the ambitious goals by the United Nation’s 2030 target date for eliminating the world’s most pressing concerns.

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How One Can Help:

• Raise awareness of the Global Goals’ purpose so that more individuals may get involved.

• Visit worldstodolist.org and share the World’s To-Do List

• Join a group or organisation that is dedicated to achieving the UN’s objectives

• Reduce waste and lessen your carbon footprint by reducing, reusing, and recycling

• Purchase locally produced products that are manufactured using fair labour and environmentally friendly methods

• Speak up against prejudice, bias, exclusion, discrimination, and inequality

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Find out more here

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BackLiteMedia and Gulf for Good, a charityorganisation based in the UAE, have joined forces to launch an exciting, dynamic digital advertisingcampaign named "Champions of Change." This campaign is a celebrationof the remarkable spirit of Gulf for Good's challengers right on the vibrantSheikh Zayed Road, that showcases their inspiring stories of overcoming incrediblechallenges to support charities around the world. BackLite Media’s team of designers assisted Gulf for Good invisualising the campaign, which is displayed on two unmissable digitalbillboards along this iconic stretch. 

Thecampaign was strategically timed tocoincide with the return of Dubai residents from their summer holidays, seizingthe opportunity to display photos of participants who've signed up for Gulffor Good’s upcoming challengesacross key locations on Sheikh Zayed Road in real time. Leveraging BackLiteIntelligence's Dynamic Content Solutions, the campaign provides live updates on participants who have registered forGulf for Good's upcoming challenges with their photos displayed on BackLiteMedia’s Digital Icons. This unique concept further solidifies BackLite’sdigital advertisingplatforms, where brands can unleash their creativity and engage moreeffectively with a global audience. Participation in Gulf for Good adventurechallenges guarantees individuals a coveted spot on these renowned sights,further inspiring Dubai residents to sign up for their upcomingexpeditions. 

Katherine Kearsey,Chairwoman at Gulf for Good, expressed her excitement, saying, "As acharity that thrives on pushing limits and creating meaningful change, we areexcited to partner with Backlite Media to bring the stories of our challengersto the heart of Dubai through this billboard campaign. These billboards willinspire passers-by and remind everyone that small actions can lead tomonumental change." 

BackLiteMedia’s expertise in outdooradvertising ensures that Gulf for Good's "Champions of Change"campaign will be prominently and attractively displayed, amplifying the impactof each featured story. 

The "Champions ofChange" campaign embodies Gulf for Good's core values of empowerment,unity, and transformation. Each billboard tells a unique story, reflecting thediverse backgrounds and challenges that Gulf for Good participants have taken on to raise funds foreducation, healthcare, and welfare projects for underprivileged children. Gulffor Good invites everyone to drive by and witness the inspiring storiesof these everyday heroes, contributing to the betterment of communities andlives worldwide. Together, we can make a significant difference.

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