The outdoor advertising industry in Pakistan is a vibrant affair, with its sprawling billboards and high-impact visuals. However, in the midst of all of its glamour, the hard work and challenges of outdoor advertising’s unsung heroes – the OOH (Out-of-Home) installers, the workers behind its success, are often ignored. These people scaling dizzying heights and braving harsh weather conditions, face daily risks to bring campaigns to life.

Unfortunately, the absence of adequate safety gear and insurance coverage leaves workers vulnerable to the repercussions of unfortunate accidents. From precarious scaffolding setups to exposure to extreme temperatures, the lack of safety measures exacerbates the danger. A slip, a fall, or an unforeseen incident can lead to irreversible consequences, both for the individual and their family. The physical harm from such accidents ranges from temporary to permanent disability and even loss of life; it is a stark reality within this line of work.

A stark reminder of the dangers faced by OOH workers was highlighted in an article published in Dawn on July 8, 2020. The report detailed a tragic incident at Anarkali Chowk, Mehdi Mohallah Bazaar, where three workers were critically injured while installing a billboard for a mobile phone company. The accident occurred when a wall collapsed under the weight of poles and iron bars, causing severe injuries to the workers and significant damage to three adjacent mobile phone shops. One of the injured workers, Habib, had to be transferred to Faisalabad’s Allied Hospital due to the severity of his condition. Such incidents underscore the urgent need for stringent safety protocols and better support for those involved in high-risk outdoor advertising work.

Recent incidents underscore this grim reality, such as the tragic case reported where workers were seriously injured during billboard installations due to inadequate safety measures. In Pakistan, 4.2% of employed laborers experience workplace injuries, with males (4.7%) disproportionately affected. Among these injuries, 11.3% are caused by failure to use safety devices, and 46% result from unsafe equipment usage. These incidents not only jeopardize lives but also impose a significant economic burden, with an average cost of PKR 32,044 per injury and a total estimated cost of PKR 43 billion annually. Such figures underscore the urgent need for robust safety protocols to protect workers and mitigate these costs.

Recognizing this critical gap, easypaisa has embarked on a transformative initiative to redefine worker safety in the outdoor advertising sector. By providing billboard installers with globally standardized safety gear and comprehensive insurance, easypaisa is setting a new benchmark for responsible business conduct. This move not only ensures the protection of those at the forefront of advertising campaigns but also emphasizes the ethical obligation of organizations and corporations to safeguard their workforce.

easypaisa’s initiative is a call for all industry stakeholders to follow suit. By investing in safety, the brand is championing a culture of accountability and care, setting an example that others should follow as an ethical imperative. This isn’t just a campaign; it’s a movement towards a more humane and socially responsible industry standard.

To conclude, let us just say that the first steps towards better care for OOH workers have been taken. Now all that is left is for other companies to join hands in this endeavor – to ensure that every OOH installer is equipped with the right gear and has the protection of insurance that they deserve. Only by working together, can the corporations of this industry evolve into a socially responsible and truly ethical entity – one that values its workforce as much as its outcomes.