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 coverage, but also were provided with international-standard safety gear to protect them during installation.
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.
“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, prioritising the safety and well-being of OOH workers while safeguarding their livelihoods,” Qadri added.
The initiative has been widely recognised on several social media channels as a bold testament to easypaisa’s commitment for social responsibility and innovation.
By turning its billboards into platforms for action, the brand has highlighted the importance of insurance — not just as a product but as a necessity for safeguarding lives and livelihoods of labourers.
“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 labourers and on-ground workers, and has already received positive sentiment from major brands in the country who have also committed to worker safety.
CREDITS:
Client: Easypaisa
Creative agency: Impact BBDO, BBDO Pakistan
Production House: Rabbit Hole Films
Media: Raeem International
Direction: Saad Khan
Music: Zohaib Kazi
Photography: Insiya Syed
