The proceeds will directly contribute to education and inclusion programmes designed to empower the young people of determination, providing them with opportunities for learning, skills development and integration into society. By transforming a traditional piece of outdoor advertising into a meaningful initiative, the project not only reduces waste and extends the lifecycle of materials but also delivers a tangible positive social impact that benefits some of the most vulnerable groups in the community. Advertising hoardings, often made from non-biodegradable PVC, can amount to thousands of kilograms of plastic waste each year. Rather than allow this to end up in landfill, Defender has repurposed it to create more than 1,000 high-quality backpack and insulated cooler bags, fully funding the production process. Students from Al Noor participated in the making of the bags – designed and produced in partnership with Jasani Bags – which will be sold to raise vital funds for education, skills training and inclusion programmes. This initiative not only diverts significant amounts of PVC from the environment, but also generates a charitable contribution for Al Noor, helping sustain its mission to empower more than 200 students, aged from four to 35, across Dubai’s People of Determination community. The organisation is expanding its reach to adults with special needs and is opening its Assistive Technology Unit to benefit the wider community. Paula Gharizi, Brand Director JLR MENA, said: “Defender has a proud history of supporting communities around the world, and that continues to guide us today. Every step we take is rooted in our mission to create a better future and deliver meaningful outcomes for society. This initiative brings that mission to life, giving our advertising a second life, diverting waste from landfill and transforming it into something that funds education and opportunities for People of Determination.” Defender’s sustainability roadmap is centred on doing more with less, designing smarter, producing responsibly and ensuring materials are repurposed wherever possible. This initiative is part of a broader approach to repurposing our advertising materials across the region, ensuring they are given a meaningful second life rather than ending up as waste. While this specific project showcases the transformation of one of our largest hoardings, we are exploring ways to extend the concept to future campaigns so more materials can be recycled and redirected to support community causes. By turning a single advertising hoarding into hundreds of recycled products, Defender is showing how purpose and progress can go hand in hand, reducing environmental impact, empowering our communities and building a legacy of resilience.