Kinetic in collaboration with Unilever Pakistan and FOMA, has launched a transformative safety-first initiative in the Out-of-Home (OOH) advertising sector, benefiting over 3,000 skin fitters nationwide. Recognizing the critical importance of both safety and fair compensation in OOH installations, this program aims to ensure compliance with the highest standards while safeguarding the well-being of all stakeholders involved.
A key feature of the initiative is its comprehensive training program, equipping skin fitters with the knowledge and skills to adhere to stringent safety protocols. From proper harness usage to structural stability checks, every aspect of OOH installation is covered to minimize risks. In addition, Kinetic has been a strong advocate for fair remuneration for fitters, ensuring that their compensation reflects the skilled and often hazardous nature of their work. By working with industry partners, Kinetic has pushed for Living Wages, and improved working conditions, reinforcing the dignity of labor in the sector.
Javed Jafri , Country Head Media, Digital and Consumer Engagement at Unilever Pakistan, emphasizes, ‘The outdoor advertising industry is built on the relentless efforts of individuals working behind the scenes in challenging and high-risk environments. We’re making a pledge to transform how this industry operates. By ensuring that skin fitters 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.’
Ahsan Sheikh, CEO of Kinetic Pakistan, emphasized, “This initiative by Unilever Pakistan highlights the critical role of collective responsibility in transforming industry practices. Alongside Unilever and FOMA, Kinetic remains committed to driving safety, sustainability, and fair compensation in the OOH sector. This initiative will positively impact the lives of over 3,000 fitters and their families, ensuring that worker welfare—both in terms of safety and financial stability—becomes a fundamental priority for the industry’s growth and its long-term success.”
By fostering a culture of responsibility, proactive safety measures, and fair remuneration, this initiative has not only set a new benchmark for OOH advertising in Pakistan but also improved the livelihoods of thousands of workers. Together, Unilever Pakistan and Kinetic Pakistan are leading the way in making OOH advertising a safer, more equitable, and reliable medium.
