Across the bustling metropolitan hubs of Pakistan, workers brave dizzying heights to install gargantuan monstrosities of steel under the cover of darkness, often enduring extreme weather conditions without proper safety equipment. Despite advertising being one of Pakistan’s most profitable industries, the people who sustain its backbone often remain undervalued and overlooked. Every few months, news headlines serve as grim reminders of the dangers associated with outdoor advertising: “Three injured in billboard collapse” or “Billboard menace,” highlighting the risks not only to the workers installing them but also to the unsuspecting public when these structures collapse.

Recognising this critical issue, Easypaisa launched their latest campaign, ‘Insured Billboards,’ in January 2025. This initiative goes beyond mere advertising by addressing the well-being of OOH workers, pledging to provide the labour force who work on their billboards with medical and life insurance coverage for a year.

According to Ali Rez, Chief Creative Officer, Impact BBDO, Easypaisa’s creative agency, the campaign was the result of a simple yet actionable observation of the hazardous conditions OOH workers face. “The solution rolled out from the observation,” Rez noted.

Easypaisa viewed this campaign as an opportunity to highlight its lesser-known services such as insurance. To this end, Rifah Qadri, Executive Director, Marketing and Corporate Communications, Easypaisa, sought a fresh approach to raising awareness about insurance, explaining that “when people talk about insurance, it usually tends to be very functional.”

As the concept for the campaign took shape, Qadri was struck by the lack of standardisation and enforcement of safety regulations for OOH workers.

“Most people don’t even see billboards being replaced, as these tasks are predominantly carried out at night and consequently give little thought to the people behind them,” she remarked.

Easypaisa collaborated with OOH agencies Core Media and Raeem International, which already possessed international-standard safety equipment. These resources were used to kick-start the initiative, aligning with a growing industry movement where major OOH advertisers, such as Unilever, have begun implementing safety standards for their outdoor workforce.

Easypaisa then took this a step further by introducing medical and life insurance (valid for one year) for all the OOH workers they employed. “We are the first to introduce this level of coverage,” Qadri says, before explaining that the heart of the campaign is about educating people on the importance of insurance. “Insurance is actually a very small part of Pakistan’s economy; not many people consider it necessary,” Qadri elaborated. “People don’t generally believe in medical or life insurance. This is something we wanted to scale up and build upon.”

The campaign primarily consists of large billboards strategically placed along key arterial routes, all clad in Easypaisa’s signature green. The design is striking yet minimalistic, with a simple serif font delivering the core message: ‘Insurance that protects everyone. Including those who put up this billboard.’

According to Atiya Zaidi, CEO and Chief Creative Officer, BBDO Pakistan, “We decided against crowded visuals because it would take away from the simplicity and impact. If we had included pictures of safety gear or the installation process, it would have diluted the starkness of the message. Instead, people stop to read it because it is meant to be read.” Rez further emphasised that the campaign extends beyond the billboards themselves. “The idea itself exists outside of the billboard rather than what’s on it. The billboard is just a mechanism to get the message across.”

Easypaisa’s recent campaigns, including last year’s ‘Audio Nikahnama’ initiative, have positioned the brand’s credentials as socially conscious. When asked about sustaining this momentum, Qadri explained, “As a digital bank, it is our responsibility to serve those who are underserved. Traditional banks cater to people who can walk into a branch and possess a level of financial literacy. Digital banking offers accessibility to everyone, even in the most remote corners of Pakistan.”

Nevertheless, executing this campaign posed numerous challenges. Unlike typical advertising projects featuring actors, this initiative involved real workers in their actual occupations. “Finding the right people, acquiring their consent and ensuring they weren’t exploited was a crucial aspect,” explained Zaidi. Additionally, selecting appropriate locations was critical. “Every city has a different landscape. Karachi, for instance, has many billboards mounted on buildings, which are extremely dangerous. We had to ensure we weren’t inadvertently increasing the risks while promoting safety.”

Beyond raising awareness, Easypaisa is now advocating for broader industry-wide adoption of these safety measures.

“We’re getting a lot of interest from other brands, particularly insurance companies that rely heavily on outdoor media,” Qadri revealed. Easypaisa plans to introduce a certification system – a stamp on billboards indicating they are insured under Easypaisa’s programme. “Unilever has already signed on, which is significant as they are the largest outdoor media buyer in Pakistan. Other major brands are also coming on board.”

For Rez, this campaign represents more than another corporate initiative; it is a movement to redefine industry standards. “Easypaisa doesn’t do things on a small scale. They genuinely wanted to change the industry and I believe they have done it. There will now be increased scrutiny on whether proper procedures are being followed.” Zaidi echoed this sentiment, drawing on BBDO’s ethos of ‘acts, not ads.’ “We don’t just make advertisements; we create meaningful action. This campaign aligns beautifully with Easypaisa’s purpose of inclusivity and accessibility.”

With six billboards – two in Karachi, two in Islamabad and two in Lahore – Easypaisa managed to spark a national conversation. “This campaign is witness to the fact that creativity and courage go hand in hand – one cannot exist without the other,” Zaidi concluded.

Published in Aurora’s November-December ’24 issue.