For years, Pakistan’s rapidly expanding outdoor advertising industry has neglected to provide adequate protection for the labourers tasked with installing billboards. Many of these workers lack even the most basic safety measures or health insurance. As a result, a significant number of accidents, injuries, and even fatalities have gone unaddressed, leaving these workers vulnerable and overlooked.
Recognizing this critical gap, easypaisa, Pakistan’s leading digital financial platform, in collaboration with IMPACT BBDO and BBDO Pakistan, launched its groundbreaking "Insured Billboards" campaign, an initiative that not only promotes its insurance products but also sets a powerful precedent for worker safety and care in the outdoor advertising industry.
For the first time, billboard installers not only received complete medical and life insurance coverage, but also were provided with international-standard safety gear to protect them during installation.
This initiative serves as a powerful reflection of easypaisa’s dedication to social responsibility and innovation. By transforming its billboards into platforms for meaningful action, the brand emphasized the critical role of insurance—not merely as a product, but as an essential tool for protecting the lives and livelihoods of labourers.
“At easypaisa, we are committed to setting a new industry benchmark always. From now on, every OOH campaign we execute will ensure that OOH workers are insured and provided with proper safety gear,” said Rifah Qadri, Executive Director of Marketing & Corporate Communications at easypaisa.“We strongly encourage the entire industry to embrace this standard and take this pledge with us, prioritizing the safety and well-being of OOH workers while safeguarding their livelihoods.”
“Acts, not ads,” said Ali Rez, Chief Creative Officer at IMPACT BBDO. “When easypaisa says that it would like to protect people with their insurance products, the brand means it – starting from the people who install the ads. Much respect for a brand partner for whom doing the right thing is key.”
The campaign has sparked a much-needed conversation within the industry to safeguard laborers and on-ground workers, and has already received positive sentiment from major brands in the country who have also committed to worker safety.
The film for the campaign has been produced by Rabbit Hole Films, with direction by Saad Khan, media placement by Raeem International, music by Zohaib Kazi and photography by Insiya Syed.
