The Out-of-Home (OOH) advertising industry is one of the most high-risk sectors globally, with installers frequently facing hazardous working conditions. Studies show that over 60% of workplace injuries in the advertising sector are linked to falls from heights, while inadequate safety gear and lack of insurance coverage further compound the dangers. Despite the essential role of OOH workers in bringing advertising campaigns to life, their safety has long been neglected in Pakistan.
A tragic example of such risks unfolded in Gojra, Toba Tek Singh, where three workers were critically injured, and several shops were damaged when a wall and under-installation billboard collapsed due to excessive load. According to Dawn, the incident occurred in Mehdi Mohallah Bazaar when three employees of a mobile phone company were installing a billboard. The injured workers were rushed to a nearby hospital, with one in critical condition transferred to Faisalabad’s Allied Hospital. This incident underscores the urgent need for robust safety measures in the OOH advertising sector.
Recognizing this critical gap, easypaisa, Pakistan’s leading digital payments platform, has taken a groundbreaking step to transform worker safety standards in outdoor advertising. With its latest initiative, easypaisa is setting an unprecedented benchmark by providing OOH installers with full medical insurance and global-standard safety gear, ensuring their well-being while redefining industry norms.
Championing Worker Safety in OOH Advertising
OOH installers work under challenging conditions, often scaling great heights and braving extreme weather to deliver impactful advertising campaigns. Historically, this workforce has been left vulnerable, with inadequate protective measures and no safety net in case of accidents.
easypaisa is stepping in to change this narrative, placing worker safety at the forefront of its operations. This initiative underscores easypaisa’s commitment to social responsibility and its role as a leader in fostering a safer, more inclusive advertising ecosystem.
easypaisa’s Game-Changing Initiative
Through this pioneering program, easypaisa has implemented two key measures to safeguard OOH workers:
- Comprehensive Medical Insurance: Ensuring financial security and access to quality healthcare in the event of accidents.
- Global-Standard Safety Gear: Equipping workers with international-grade protective equipment to reduce risks and enhance their safety during installations.
By addressing both immediate and long-term safety concerns, easypaisa not only protects lives but also raises awareness about the importance of worker safety in Pakistan’s advertising industry.
Leading the Way for Industry Transformation
easypaisa’s efforts serve as a call to action for the entire OOH advertising ecosystem. By prioritizing worker safety, the brand is setting a new standard for responsible business practices in Pakistan, encouraging other stakeholders to follow suit.
This initiative reflects easypaisa’s dedication to driving meaningful change, safeguarding lives, and fostering a culture of care and accountability. It is a bold step forward, showcasing how brands can lead with purpose while making a tangible impact on the lives of those who support their success.
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