A giant billboard criticising the UAE’s role in the Sudan war was installed in central London on 18 December 2025. The billboard will remain in place until 30 December 2025.
Located at the corner of Oxford Street and Holles Street, next to John Lewis, the billboard reads: “Your selfie won’t look so good once you’ve found out what they’re doing in Sudan.” The image depicts a woman taking a selfie in an infinity pool with the Dubai skyline in the background. Her photo is then shown within a social media feed, juxtaposed with images of the war in Sudan.
In essence, the billboard urges the public to reconsider travelling to the UAE—particularly to Dubai, one of the world’s most popular tourist destinations—because of the country’s alleged involvement in the ongoing war in Sudan. It also seeks to raise awareness of the conflict, which began on 15 April 2023 between the Sudanese Armed Forces (SAF) and the paramilitary Rapid Support Forces (RSF). The war has displaced an estimated 12–14 million people and reportedly killed more than 150,000.
The UAE has been accused by the SAF, many Sudanese civilians, and several international NGOs and governments of funding and supplying arms to the RSF.
The billboard is part of a campaign by the US-based non-governmental organisation Avaaz, in cooperation with London for Sudan. According to Avaaz, the Dubai background shown in the image is AI-generated. However, the Sudanese background depicted on the billboard is real.
The billboard includes a QR code that links to a Linktree page compiling reporting from international media outlets, including Middle East Eye, The Guardian, France 24, The Wall Street Journal, and The New York Times, on the UAE’s role in the conflict in Sudan.
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