Call for compassion from IAA Malaysia

Led by IAA Malaysia honorary secretary, Prabha Nayar, a strategist and creative director, a public service campaign was conceptualised and developed. Nayar said: “With the pandemic playing on people’s minds, IAA Malaysia took the thought process deeper, further and focussed on the WFH syndrome. The end line, ‘A call to all to make compassion a way of work’ cannot be more apt”.

PETALING JAYA: International Advertising Association Malaysia (IAA Malaysia), in taking the credo of IAA as the global compass for the marketing and communications industry, has embarked on the research on the ills that ail the work-from-home (WFH) population.

To say that the Covid-19 pandemic has turned the world on its head, is putting it rather mildly.

In many countries, and Malaysia is one, the light at the end of the tunnel seems to get further by the day, causing despair to many and pushing people to wish and pray for a turnaround in the landscape.

There is almost no sector in any industry that remains unscathed from the prescribed WFH syndrome.

As WFH emerged more of a norm as time went on, people found their work life and lifestyle disrupted in ways they had never imagined. In Malaysia and across the world, WFH took its toll.

This picture taken on March 23, 2020 shows Yuki Sato, an employee in a startup company, working from home as a result of the COVID-19 novel coronavirus in Tokyo, as his daughters Yurina (L) and Hinano play and his wife Hitomi uses a mobile phone. - AFP

Three major pain points were identified by IAA Malaysia, in unintended and prolonged WFH, that apply to all industries.

One, a trigger on mental health, with most having no idea on what constitutes mental health.

Two, a habit of and an expectation of working beyond the standard nine to five or eight hours.

Three, a dent on relationships, whether between partners, spouses, siblings, parents and children, even entire families, all from space and time encroachment.

Led by IAA Malaysia honorary secretary, Prabha Nayar, a strategist and creative director, a public service campaign was conceptualised and developed.

Nayar said: “With the pandemic playing on people’s minds, IAA Malaysia took the thought process deeper, further and focussed on the WFH syndrome. The end line, ‘A call to all to make compassion a way of work’ cannot be more apt”.

The creative campaign can be used in various mediums.

“In early May, IAA India had rolled out the ‘The World Needs A Breather’ campaign.

“It gained extensive editorial attention and social media traction.

“Numerous IAA chapters worldwide, adapted the campaign”, said John Chacko, President of IAA Malaysia.