Workers who install billboards in Pakistan are chronically unprotected laborers who often lack basic health insurance. Easypaisa, a digital financial platform, addresses this in an out-of-home campaign that not only promotes the company’s insurance products but sets a precedent for worker safety and care in the outdoor advertising industry. The billboards—made by Impact BBDO and BBDO Pakistan—highlight the importance of insurance not just as a product but as a necessity for safeguarding the lives and livelihoods of laborers. #TheWorkTheWorkTheWork #BBDOWW #CreativeAds