IAA Malaysia calls for compassion based on findings from its latest “research”

IAA Malaysia announced today in a statement that the association has conducted a research on the “ills that ail” the Work-from-Home (WFH) population in Malaysia which identified three major pain points in unintended and prolonged WFH, that apply to all industries.

According to the statement, the pain points are:

1) A trigger on mental health, with most having no idea on what constitutes mental health.

2) A habit of and an expectation of working beyond the standard 9 to 5 or eight hours.

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

The association did not reveal the methodology behind the research it conducted nor information on who was included in the research. 

However, according to IAA, based on the findings of the research, the association’s Honorary Secretary, Prabha Nayar, conceptualised and developed a public service campaign to address these pain points. 

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

The creative developed by Prabha can be used in various mediums, including, print, poster, Out-of-Home and also as animated GIFs in social media.

“In early May, IAA India had rolled out ‘The World Needs A Breather’ campaign and it gained extensive editorial attention, social media traction and numerous IAA chapters worldwide, adapted the campaign,” said President of IAA Malaysia, John D Chacko. “The ‘Compassion’ campaign is an unfunded non-commercial public service initiative by IAA Malaysia (and) is a proactive outreach to highlight the human truths behind WFH. 

John added that the campaign not only resonates in every global market but is also easily translated into a local language while retaining the full concept and message.

IAA Malaysia said in the statement that it is confident its ‘Compassion’ campaign will find empathy with both sides of the fence while WFH.


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