This groundbreaking initiative aims to address
longstanding safety and livelihood challenges
in the outdoor advertising sector in Pakistan
Staff Reporter
Karachi: Unilever Pakistan has introduced its ‘Safety First’ program to improve safety standards, wages, and benefits for advertising “skin fitters.” This groundbreaking initiative aims to address longstanding safety and livelihood challenges in the outdoor advertising sector, setting a benchmark for corporate responsibility in Pakistan.
Enhanced Safety Measures for High-Risk Jobs
Skin fitting, a high-risk job requiring work at significant heights, often lacks adequate safety protocols and financial safeguards. Unilever’s initiative introduces state-of-the-art safety gear and comprehensive training to minimize workplace hazards.
Improved Wages and Insurance Coverage
Unilever has raised monthly wages for skin fitters to PKR 51,000, aligning them with fair living wage benchmarks. Workers will also benefit from health and life insurance, ensuring financial protection during medical emergencies or unforeseen circumstances.
Collaboration with Industry Leaders
The program was launched in partnership with leading outdoor advertising firms, including Kinetic, Arrows Advertising, Core, Adsells Advertising Pvt. Ltd, and Raeem International. These collaborations ensure the initiative’s broad implementation and success across the industry.
Leadership Speaks on the Initiative
Amir Paracha, Chairman and CEO of Unilever Pakistan, emphasized the need for collective action:
“These steps reflect a broader industry need to prioritize the safety and livelihoods of workers who play a vital role in our operational processes. We hope our industry counterparts take inspiration from these efforts to benefit workforce safety and well-being across the sector.”
Ahsan Sheikh, CEO of Kinetic Pakistan, praised the initiative’s impact, stating:
“This effort will positively affect over 3,000 fitters and their families, ensuring worker welfare becomes a priority for the industry’s growth and long-term success.”
Setting a Precedent for Corporate Responsibility
Unilever Pakistan’s initiative not only highlights the importance of workplace safety but also underscores the role of sustainable business practices in addressing systemic challenges. The program sets a standard for equity and responsibility in Pakistan’s industries, encouraging others to follow suit.
