Unilever’s Pakistan safety initiative & Easypaisa’s insurance billboard campaign to protect OOH fitters lives

Unilever has turned a longstanding dream into a transformative movement for the OOH advertising industry in Pakistan. Over the course of one year, the company successfully implemented safety measures designed to protect more than 3,000+ billboard fitters—a significant milestone in ensuring the well-being of these essential workers.

Javed Jafri, Country Head Media, Digital, and Consumer Engagement at Unilever, remarked:

“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.”

As pioneers in this critical effort, Unilever introduced groundbreaking safety protocols tailored to protect thousands of workers. This initiative gained further momentum with Easypaisa’s commitment to providing comprehensive insurance coverage, while Raeem International leveraged its expertise to ensure seamless execution across the industry in collaboration with FOMA. Together, they have redefined billboard fitting, transforming it from a high-risk occupation into a safeguarded profession.

Rifah Qadri, Executive Director of Marketing & Corporate Communications at Easypaisa, emphasized:

“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.”

The initiative has set a benchmark for the entire industry. The safety protocols established by Unilever, including rigorous training programs, certified safety gear, and routine compliance audits, now serve as a blueprint for sustainable and ethical practices in the OOH sector. By adopting these measures, companies can significantly reduce risks and foster a safer and more dignified working environment.

Salman Amjad, CEO of Raeem International, shared:

“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—Toyota, UNICEF, Tapal, Lucky Cement, Rose Petal, Pakistan State Oil, Lotte Kolson—to implement safety protocols in their campaigns. Together, we set a standard for safety and excellence in execution.”

Through the collaboration of Unilever, Easypaisa, Raeem International, and FOMA, the industry is witnessing a historic shift. Raeem International remains committed to saving lives and setting new benchmarks for safety, innovation, and excellence in OOH advertising.

This initiative is more than a milestone—it’s a call to action. By prioritizing the safety and dignity of OOH workers, the industry takes a critical step towards a safer, more sustainable future for thousands of workers and their families.