In our hyperconnected world today, it is easier than ever to connect with employees on their devices. There is pressure to always be available, adding to employees’ working hours. In the APAC region, overworking is often seen as a sign of being successful in their careers which makes it challenging for employees to find time to socialise outside of work.
In collaboration with global K-Drama Star Park Hyung Sik, the latest Work Responsibly campaign by HEINEKEN hopes to help strike a balance in this hyperconnected world by shedding light on the overworking culture that is commonplace in Malaysia. Staying true to their enjoyment of life values, HEINEKEN wants to remind employees to work responsibly and not let their social life down by ‘ghosting’ their friends.
While ‘ghosting’ is a term typically used by Malaysians when dating, friendship ‘ghosting’ can hurt just as much. According to the latest YouGov survey commissioned by HEINEKEN, one of the most common reasons why employees in Malaysia ‘ghost’ their friends is due to their work commitments. As much as they seek fresh moments with their friends, work makes it hard for them to do so.
As part of the HEINEKEN Work Responsibly campaign, Park Hyung Sik went on Instagram live last week while at a bar and witnessed some unusual happenings — beer glasses moving on their own and chairs sliding across the room.
The incident was filmed to highlight how a friend stuck in the office is a ghost at the bar — whenever a friend ‘ghosts’ because of work, their friends end up hanging out with his/her ‘ghost’ instead — which explains the ‘paranormal’ activities happening in the video shared by Park Hyung Sik.
“Through this meaningful project by HEINEKEN, we want to encourage employees to start working responsibly,” says Global Korean Actor Park Hyung Sik. “We should enjoy our social life and not let it be impacted by our work,” Park Hyung Sik added.
According to YouGov, 41% of employees in Malaysia have ‘ghosted’ their friends due to work obligations. Due to the lack of work-life balance, it has impacted their life significantly — many feel burned out at work and revealed that work has caused strains in their relationship with their friends and partners.
A Culture of Overworking and Presenteeism
Over the years, employers have been placing more effort on helping employees achieve a work-life balance by implementing benefits such as extended annual leave, mental wellness days, and even flexible working arrangements. However, the commissioned study by YouGov shows that Malaysian employees still find that their social life is significantly impacted due to work.
A reason for overworking that’s unique to not just Malaysia but the APAC region, is the workplace culture of presenteeism — the feeling of confusion and guilt over leaving on time despite finishing the day’s work or feeling obligated to stay back until their seniors leave.
Employees Are Still Letting Their Social Life Down Due to Work Despite Enhanced Wellness Benefits
While Malaysian employees agree that their employers value work-life balance and encourage them to take time off, they still do not see improvement in their social life and often find themselves ‘ghosting’ their friends because of work.
65% of employees find themselves unable to reject extra work given to them – this is because it was assigned by their seniors or managers, and some are afraid that it will affect their promotions as they will be deemed lazy. Based on the YouGov statistics, 91% of Malaysian employees believe that having a good social life can help with the stresses at work.
“The #WorkResponsibly platform is raising awareness of the sensitive work-life balance issue around the world. HEINEKEN has always encouraged and fostered socialisation and healthy human connections as we feel that workers need to embrace more social and leisure time.
We’re thrilled to bring this platform to Singapore and Malaysia as a reminder to leave your duties on time and not let your social life fall behind,” says Bram Westenbrink, Global Head Heineken Brand.
“When you don’t leave work on time, you also let someone else down: your friends. HEINEKEN’s campaign serves as a reminder to fans to prioritise having a work-life balance. Despite evidence that working long hours is not sustainable long-term, many Malaysians still find themselves struggling to work responsibly.
We hope that with this campaign, Malaysians are inspired to reach a more sustainable way of working and to overcome stress,” said Willemijn Sneep, Head of Marketing at HEINEKEN Malaysia.
Bringing the Message to the Bars
In line with Heineken’s Work Responsibly campaign to remind Malaysians to clock out from work on time and socialise with friends, Heineken will be having ‘Ghosted Bar’ activations on weekdays from 9th May to 31st May between 6pm and 10pm. There will be a total of 40 activations taking place at selected bars in Penang, Ipoh, the Klang Valley and Johor regions.
The online Ghost Generator here is also available for Malaysians to remind their friends to leave work on time and to not let their social life down through a personalised GIF. Fans of the brand can visit the same website to register for the ‘Ghosted Bar’ activations and/or to find out more details about the ‘Ghosted Bar’.
We hope that this campaign inspires and encourages Malaysians to clock off work on time and overcome stress by prioritising their social life.
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu