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Anup Oommen
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‘Acts, not ads’: Easypaisa, Impact BBDO OOH campaign insures billboard workers

Anup Oommen
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By turning billboards into platforms for action, easypaisa and Impact BBDO have highlighted the importance of insurance — not just as a product, but its very essence: safeguarding lives and livelihoods, starting with labourers involved in the campaign.

For decades, the ever-growing outdoor advertising industry in Pakistan has struggled to adequately protect labourers involved in the installation of billboards, leaving many lacking basic safety measures and health insurance, while injuries have become commonplace. Recognising this critical gap, easypaisa, a digital financial platform in Pakistan, in collaboration with Impact BBDO and BBDO Pakistan, launched its ‘Insured Billboards’ campaign.

The initiative 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 covera


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Tags:Ali RezBBDO PakistanbillboardsCampaigndigital financial platformeasypaisahealth and safetyhealth insuranceImpact BBDOInsiya SyedinstallationInsured BillboardsOOHoutdoor advertisingoutdoor advertising industryRabbit Hole FilmsRaeem InternationalRifah QadriSaad Khansafety gearsafety measuresThe Workworker safetyZohaib Khan
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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