Unilever has achieved a transformative milestone for the out-of-home (OOH) advertising industry in Pakistan, marking a year-long journey to ensure the safety and well-being of more than 3,000 billboard fitters. These workers, often the unsung heroes behind outdoor advertising campaigns, have long been subjected to dangerous working conditions, with little regard for their safety. But through this initiative, Unilever has not only prioritized their protection but also set a new standard for the industry.
Javed Jafri, Country Head of Media, Digital, and Consumer Engagement at Unilever, emphasized the company’s commitment to changing the landscape of the OOH sector. He stated,
“We’re making a pledge to transform how this industry operates. By ensuring that skin fitters—our industry’s unsung heroes—are safe, respected, and fairly compensated, we’re going beyond just providing wages and safety gear. In collaboration with our trusted partners, we are taking meaningful steps to invest in the safety, livelihoods, and dignity of the workforce that forms the backbone of outdoor advertising.”
The initiative, which took shape over the course of one year, introduced groundbreaking safety measures designed specifically to protect the lives of workers who are often exposed to hazardous conditions while installing and maintaining billboards. This initiative has had a profound impact on the OOH advertising industry, leading to a comprehensive overhaul of industry standards, with safety becoming a top priority.
The collaboration between Unilever, Easypaisa, Raeem International, and the Federation of Outdoor Media Association (FOMA) has been crucial to the success of this initiative. Easypaisa, a leading digital payment service, went above and beyond by committing to provide comprehensive insurance coverage to the workers involved in billboard fitting. This was a game-changer, as it ensured that workers would have financial security in case of any accidents or injuries.
Rifah Qadri, Executive Director of Marketing & Corporate Communications at Easypaisa, called for wider participation in the movement, stating, “We strongly urge other industry stakeholders to join us in setting a new standard by prioritizing the safety, well-being, and livelihoods of OOH workers, ensuring they receive the respect and protection they deserve.” This call to action is vital for fostering a culture of safety and respect in an industry that has long been associated with risky practices.
Raeem International, a leading name in billboard installation and maintenance, played a critical role in ensuring the successful implementation of safety measures. The company’s efforts were instrumental in introducing these protocols to major clients, including well-known brands such as Toyota, UNICEF, Tapal, Lucky Cement, Rose Petal, Pakistan State Oil, and Lotte Kolson. By convincing these clients to adopt safety measures in their campaigns, Raeem International helped set a new benchmark for safety in the OOH sector.
Salman Amjad, CEO of Raeem International, remarked,
“This initiative was truly the need of the hour, as it directly impacted the safety and well-being of those involved in execution. We are proud to be a part of this endeavor and took it upon ourselves to introduce it to other clients. I’m especially proud of my team for successfully convincing our clients to implement safety protocols in their campaigns. Together, we set a standard for safety and excellence in execution.”
The new safety protocols, which include certified safety gear, comprehensive training programs, and routine compliance audits, have now become the industry standard. These protocols are not only about ensuring the safety of workers but also about providing them with the respect and dignity they deserve. The initiatives have reduced workplace accidents and fostered a safer and more ethical working environment for thousands of billboard fitters.
This collaboration between Unilever, Easypaisa, Raeem International, and FOMA has triggered a historic shift in the OOH advertising industry. Through their joint efforts, these organizations have redefined what it means to run an outdoor advertising campaign, setting a precedent for the entire sector. The initiative is no longer just a milestone; it has become a call to action for all stakeholders in the OOH industry to prioritize the safety and well-being of workers.
The move also highlights the importance of corporate responsibility and the role that companies like Unilever play in leading transformative change across industries. By ensuring that the workers behind billboards are properly protected and fairly compensated, Unilever has not only improved the lives of thousands of workers but has also created a ripple effect that will impact the entire OOH advertising sector for years to come.
The success of this initiative serves as an example for other industries, demonstrating that prioritizing safety and dignity is not only a moral obligation but also a strategic move that benefits both workers and companies alike. The efforts made by Unilever and its partners are paving the way for a safer, more sustainable future for the workers who form the backbone of the OOH advertising industry, ensuring that their contributions are acknowledged, respected, and safeguarded for generations to come.
