The encyclopedia · Marketing & Brand · Strategic decision · 2025
easypaisa turned its billboards into insurance for the workers who hang them
Each easypaisa billboard carried medical and life cover for its installer; 3,000+ workers insured, a Dubai Lynx 2025 Healthcare Grand Prix.
Easypaisa · Impact BBDO
The solution
In Pakistan, the workers who install billboards have long worked without insurance, safety gear or formal protection, and on-the-job accidents largely went unnoticed. easypaisa, a digital financial platform that sells insurance, worked with Impact BBDO and BBDO Pakistan to fix this inside its own media plan.
'Insured Billboards' made every easypaisa billboard a policy: installers received medical and life insurance coverage plus international-standard safety gear, and easypaisa committed that all its future OOH campaigns would do the same. The creative line was 'Acts, not ads' — the brand demonstrating its product on the people most exposed to it.
The campaign set a benchmark for Pakistan's outdoor advertising industry and prompted other companies, including Unilever, to adopt safety protocols and insurance for OOH workers. Later reporting put the results at more than 3,000 workers insured, around US$8 million in earned media and 1.4 million policies sold.
Why it worked
- Insuring the installers proved the product in a place the audience could see, not in a 30-second spot.
- The media buy itself did the work, so the demonstration scaled with every billboard.
- A labour-safety gap inside the brand's own industry gave the campaign a credibility no claim could match.
- Rivals and clients followed the pledge, turning a single campaign into an industry standard.
What can be applied
A brand selling protection can prove it in its own operation: turn the media spend into the product's use case, and the campaign becomes the thing it advertises.
Aftermath
'Insured Billboards' won the Grand Prix in Healthcare at Dubai Lynx 2025. After launch, Unilever Pakistan and other advertisers adopted worker-safety protocols for OOH campaigns, and easypaisa's pledge made insurance and safety gear the expected standard for its own billboards.
Sources
- easypaisa + IMPACT BBDO redefine OOH advertising for insurance by insuring billboard installers
- All the 2025 Dubai Lynx Awards
- Campañas publicitarias que convierten operaciones en ayuda social
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