Brussels, 1 July 2025: In celebration of His Holiness the 14th Dalai Lama’s 90th birthday, a unique city-wide campaign has been launched in Brussels to honor his enduring message of peace, compassion, and nonviolence. Beginning this week, commuters across the capital will be greeted with inspiring quotes from His Holiness the Dalai Lama displayed in many parts of the city’s public transportation system.

Organised by the Office of Tibet Brussels, the campaign titled “90th birthday of His Holiness the Dalai Lama: Celebrating a lifetime of wisdom, compassion and the tireless pursuit of peace” aims to share His Holiness the Dalai Lama’s timeless wisdom with a broader audience. Over 110 posters have been placed in metro stations, trams, and buses across the Brussels-Capital Region, each one featuring a different quote from His Holiness. 

The initiative celebrates His Holiness the Dalai Lama not only as a spiritual leader, but also as a global advocate for peace, compassion, secular ethics, interfaith harmony, among others.

With nearly a million people relying on these commutes daily, the campaign is designed to bring His Holiness’ message directly to them.

Quotes such as: “Be kind whenever possible. It is always possible,” “Our prime purpose in this life is to help others. And if you can’t help them, at least don’t hurt them,” “Love and compassion are necessities, not luxuries, Without them, humanity cannot survive” etc now adorn the walls of metro corridors and the interiors of public trams, offering daily moments of reflection in the fast-paced rhythm of city life.

Representative Rigzin Genkhang emphasises that His Holiness the Dalai Lama’s message transcends political, religious and generational boundaries, aiming to foster a culture of mutual respect.

“We want to remind people that compassion is not an abstract ideal but something that can be practiced every day, even on a crowded bus,” said Representative Rigzin Genkhang.

This public campaign in Brussels is part of the Central Tibetan Administration’s broader international celebration of His Holiness the Dalai Lama’s 90th birthday observed as the “Year of Compassion.”

In each location, the central theme remains the same: honouring the life and legacy of His Holiness the Dalai Lama who has dedicated his life to promoting peace.

The posters will remain on display until 21 July 2025.