IAA comes with yet another strong message to companies
Mumbai : With an aim to bring about flexible timings at work place, International Advertising Association (IAA) India Chapter has undertaken a new social initiative, ‘Work to Live to Work’. Many loss their lives every day in Mumbai during rush hour as they are in hurry to reach their offices in time.
Through this campaign, IAA is urging CEOs/HR heads to help Mumbai based companies to implement flexible office timings for employees so that they do not risk their lives to reach their workplaces. A campaign has been designed around WorkToLiveToWork, to end the irrational rigidity in Mumbai’s office timings and save lives. According to reports, every day approximately nine people die on the suburban rail network which is nearly 3,300 people in a year. Talking about it, Ramesh Narayan, President, IAA India Chapter, said, “Every year IAA undertakes initiatives to show that communication can be an effective force for the good of society. This year Nandini Dias is spearheading this meaningful project.” Due to personal losses, related to railways, during rush hour in the last 18 months, Nandini Dias a managing committee member of IAA and CEO, Lodestar UM India conceptualised the project named WorkToLiveToWork.
Nandini Dias |
Ramesh says, “Instead of waiting for the transport infrastructure to be fixed, which would obviously take a long time, Nandini’s idea was as practical as it was simple. When asked, most CEOs and HR heads agree that flexi timing is a good idea. In fact many also say that in their office they had implemented flexi timings since a couple of years. The fact is that while heads of offices are not against it they have done very little to actually roll it out and enable people. There is no data to say how many people actually are on flexi timing. Also if it was real then the rush hour traffic would have eased out.”
Adding to it, Dias, “The two excruciating losses I faced last year have left an irreparable wound in my life. Therefore this project is really close to my heart and almost a life mission.” She believes that even if IAA is able to contribute in reducing the number of people losing life from 9 to 7 per day, which means over 700 lives in a year can be saved.
Besides Lodestar UM, IAA has the support of Taproot Dentsu. In addition media companies like ET, HT, Indian Express, Laqshya Media and Radio City have also come on board.
