BackLite 26: Unveiling Our Initiatives and Progress in 2023 Towards a Sustainable Future

BackLite 26: Unveiling Our Initiatives and Progress in 2023 Towards a Sustainable Future

We are pleased to announce that our 2023 emission report reflects a remarkable 39% reduction in carbon footprint compared to 2022. This achievement aligns with the UAE’s commitment to sustainability as the host of COP28, where the nation is at the forefront of advancing green mobility infrastructure on a global scale.

As a leading outdoor media company in the UAE, integral to the urban landscape, we recognise the importance of steering the industry towards sustainability. Early on, we forged partnerships with esteemed green collaborators throughout our value stream, solidifying our dedication to providing brands with environmentally friendly Outdoor Advertising solutions.

James Bicknell, CEO of BackLite Media, expressed his enthusiasm about our sustainability progress, stating, “The growing importance of sustainability has been a key focus in recent years. The insights gained from COP28 hosted by the UAE and collaboration with Climate Action UK have been instrumental in enhancing our sustainability efforts. As a market leader in Out-of-Home Advertising, we endeavour to ensure that Environmental, social & governance (ESG) practices are rooted in the company’s daily operations.”

Throughout 2023, we successfully implemented some impactful initiatives:

  • Eliminating Single-Use Plastic in Offices: We initiated a significant change by eliminating all single-use plastics in our offices and replacing them with Loch Life, a locally sourced UAE brand aligned with sustainability principles.

  • Waste Management & Recycling: Our BackLite 26 initiative involves recycling vinyl used for static media on Sheikh Zayed Road. Teaming up with Ehfaaz Recycling ensures responsible material processing, and we provide brands with recycling certificates


  • Proactive Carbon Emission Reduction: Our 2023 emission report reveals a commendable ~39% decrease in carbon emissions compared to 2022. Most digital and static unipoles now rely on DEWA grid power, and we are proud to support a hydro project in Turkey.

  • Leveraging Media for Sustainability Initiatives: We collaborated with organisations like Gulf for Good and Climate Action to support their noble initiatives this year. Our dynamic content capabilities supported Gulf for Good’s fundraising campaigns, and we served as the Outdoor Media Partner for Climate Action UK’s flagship event, the Climate Action Innovation Zone 2023, to raise awareness for the islands most affected by climate change globally.

  • We are officially certified by Great Place to Work: A sustainable company must also provide an exceptional and sustainable workplace. We recently affirmed this commitment through a company-wide survey conducted by Great Place to Work Middle East. At BackLite, our people are the foundation of our success. Their unwavering dedication has transformed our company into an outstanding workplace, encompassing the governance and social aspects of our ESG strategy.

As we close the year, we acknowledge the ongoing journey toward sustainability. While recognising that there is more work to be done, our commitment to concrete and mindful steps ensures progress toward more sustainable solutions in outdoor advertising.

Karen Barboza
Senior Marketing Executive
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