In Pakistan, outdoor advertising workers, particularly billboard installers known as “skin fitters,” face significant occupational hazards. A notable incident occurred in July 2020 at Gojra when an under-installation billboard of a mobile phone company and a wall collapsed, injuring three employees.
Similarly, in August 2020, two motorcyclists in Karachi sustained injuries when a massive billboard became dislodged and fell on them near Metropole Hotel during heavy rain. Similarly, in 2023, a tragic incident occurred in Karachi when a man lost his life after a large signboard collapsed and struck him while he was riding his motorcycle.
The outdoor advertising industry plays a crucial role in Pakistan’s marketing and media landscape, relying heavily on the labour of billboard installers. Despite generating an annual market volume of US$33.95 million, this traditional advertising sector ironically allocates minimal budgets for its workforce. These workers undertake the perilous task of installing and maintaining billboards, often at staggering heights and under extreme weather conditions. Historically, they have faced severe occupational risks due to inadequate safety measures, leaving them vulnerable to serious injuries or even fatalities. Regrettably, these glaring safety violations continue to be ignored by the authorities.
Recognizing the critical need for change, easypaisa has stepped up to set a new benchmark for worker safety in the outdoor advertising industry. Through their transformative “Insured Billboards” initiative, easypaisa has provided billboard workers with full medical insurance and equipped them with safety gear that meets global standards. This groundbreaking program not only addresses the glaring gaps in worker welfare but also sets an example for responsible business conduct across the industry.
The installation and maintenance of out-of-home (OOH) advertising require workers to scale massive structures, often at great heights, without adequate safety measures. This exposes them to significant risks, including falls, electrical hazards, and injuries caused by faulty equipment. In addition to physical dangers, the lack of financial security—such as health or life insurance—further exacerbates their vulnerability, leaving their families in financial distress in case of workplace accidents.
Despite their pivotal role in bringing advertising campaigns to life, these workers have often been overlooked by brands and stakeholders. This systemic neglect has highlighted the urgent need for industry-wide reforms.
easypaisa’s #Insured Billboards initiative is a game-changer for the OOH advertising sector. By providing billboard workers with comprehensive medical insurance, the initiative ensures financial security for workers and their families in case of accidents or health issues. Furthermore, the provision of globally standardized safety gear—including harnesses, helmets, and protective clothing—significantly reduces the risk of injuries.
The initiative exemplifies how brands and stakeholders can align their business practices with global standards of occupational safety. It is a step toward creating an environment where worker welfare is prioritised alongside business goals.
The impact of providing adequate safety gear and insurance cannot be overstated. A helmet or harness might seem like a small investment, but it can mean the difference between life and death for a worker operating at great heights. Similarly, medical insurance offers a safety net that shields families from financial ruin during emergencies.
By implementing these measures, easypaisa not only ensures the physical safety of workers, thereby restoring their dignity and recognising their vital contributions to the advertising industry, but the health and medical insurance provided offers peace of mind—empowering them to perform their duties with greater focus and confidence.
easypaisa’s initiative should serve as a wake-up call for all brands, advertisers, and stakeholders in the outdoor advertising industry. As industry leaders, it is imperative to adopt measures that prioritise worker safety and welfare. From providing proper safety gear to ensuring comprehensive insurance coverage, every small step contributes to a safer and more equitable working environment.
Brands must view worker safety as a core responsibility, not just an optional add-on. easypaisa has shown that it is possible to combine business success with responsible practices, and now it’s time for others to follow suit.
As an industry, we have the power to shape a future where the safety and welfare of workers are at the forefront. Let’s collectively raise the bar by ensuring that every worker involved in outdoor advertising campaigns has access to the tools and protections they need to thrive.
easypaisa’s “Insured Billboards” initiative is more than just a program—it is a movement toward change. Let’s make this the new standard, ensuring that those who work tirelessly to make our campaigns visible are themselves seen, valued, and protected.
Join the movement. Provide safety gear. Offer insurance. Transform lives.
Comments are closed.