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.