For decades, billboards in Pakistan have been installed without any safety considerations for workers. Without any medical insurance, they suffered life-altering, and sometimes even fatal, injuries due to accidents. So, when easypaisa, Pakistan’s largest fintech company, wanted to promote its insurance products on outdoor media, they did billboards that changed the way billboards were installed. Insured Billboards were the first billboards in Pakistan that not only provided safety gear to workers installing the artwork but also covered them with full medical insurance. easypaisa also committed 100% of its outdoor budget to working with only proper installation procedures and with fully insured workers. The campaign was rolled out across three major cities, ensuring that every worker involved in the installation process was insured and protected. easypaisa didn’t just speak about insurance protection. It protected those who installed its ads that speak about insurance. An estimated 3000 billboard installers have benefitted now from newly introduced safety protocols and health insurance. By showcasing how insurance directly benefited the vulnerable workers, the campaign made insurance more relatable to the public, driving more people to consider purchasing policies for themselves. Helped by this purpose-driven campaign that demonstrated the real-world impact of its insurance products, easypaisa sold over 1.4 million policies. Riding on the positive sentiment towards the brand, the campaign generated $8 million worth of earned media. The Insured Billboards, endorsed by the Pakistan Advertisers Society, have led to an industry-wide overhaul of safety standards for billboard installation, with more brands following suit, including Pakistan's largest outdoor advertiser, Unilever.