Twitter Many Mumbaikars travel in packed trains and risk their lives, just to reach office on time. Work To Live to Work is an initiative to make Mumbai’s working hours more flexible & commuting less fatal. Support the cause & save a life: #FlexiTimeSavesLives Facebook Through this initiative Dias is urging CEOs/HR heads to help Mumbai based companies to implement flexible office timings for employees so that they don’t risk their lives to reach their workplaces. Pledge Aakash from SEBI has taken the pledge. Pledge Daniel Davidson from DHL Logistics has taken the pledge. Twitter Ambimgp : #worktolivetowork An excellent initiative. The next step is to do a Before After study to measure the long term impact. Well done @AAAIOfficial @rameshnarayan @AnantRangaswami Facebook BTVI: Inflexible work timings lead to rush hour commuting, which in turn claim many lives in Mumbai. BTVI supports the IAA - India Chapter initiative Worktolivetowork and urges organizations and employers to adopt employee-friendly work timings in order to save lives of Mumbaikars. Facebook Shivangi Tripathi: An amazing Initiative by IAA... Have a look Work to live to work Twitter Shivani Srivastava: #worktolivetowork very thoughtful and much needed many #CEOs are like @NandiniDias #NandiniDias... Hormuzd Masani, CEO of ABC "I like the idea of 'Don't Be Inflexible'. Its a very timely and thoughtful campaign". Pledge Dr. Mukesh Batra of Dr. Batra’s : "I’ve been sending the campaign personally to people." Pledge Sam Balsara, Chairman and Managing Director - Madison: "A worthy initiative by IAA. Persuading all offices to follow flexi timings to avoid rush in over-burdened infrastructure to reduce mishaps and save lives" Pledge Aparna Kapoor of BIG FM: “It's a great thought and truly believe it works ...happy employee is the most parameter for any organisation to succeed” Facebook Nandini Dias - CEO Lodestar Media : International Advertising Association (IAA) India Chapter undertakes a new social initiative , ‘WorkToLiveToWork’... Twitter Purab Kohli - According to reports, 9 people die everyday in the suburban rail network; nearly 3300 people every year. If that number comes down to 7, we save upto 700 lives. Urging all companies to come forward & adapt this to save the lives of fellow Mumbaikars. #WorktoLivetoWork @IAA_india

International Advertising Association (IAA) India Chapter undertakes a new social initiative, ‘Work To Live To Work’

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 conceptualized the project named Work To Live To Work. Through this initiative Dias is urging CEOs/HR heads to help Mumbai based companies to implement flexible office timings for employees so that they don’t risk their lives to reach their workplaces. A campaign has been designed around Work To Live To Work, to end the irrational rigidity in Mumbai’s office timings and save lives. Reports shows that every day approx. 9 people die on the suburban rail network which is nearly 3300 people in a year. Many of these people travel in overcrowded transit system just to avoid late mark as that leads to penalty on their salary.

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” Says Nandini, "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.”

“I am urging all companies to come forward and adopt this to save the lives of Mumbaikars. Let’s all agree that besides expressing outrage we need to help the government in mitigating the crisis. So whether you are an employer or an employee, think about it, talk about it, bring it up as often as you can to drive change and save lives. Even if we reduce the number of people losing life from 9 to 7 per day we would have saved over 700 lives in a year."

To take this initiative forward besides Lodestar UM, IAA has the support of Taproot Dentsu who created the communication. In addition large media companies like Economic Times, Hindustan Times, Indian Express, Laqshya Media and Radio City have already come on board as media partners.

The International Advertising Association is the world’s only globally-focused integrated advertising trade association with membership representing Advertising agencies and the Media. The IAA comprises Corporate Members, Organizational Members, Educational Affiliates, as well as 56 Chapters with individual members and young professionals from 76 countries including the top 10 economies in the world. lAA is over 75 years’ old and is Headquartered in New York.

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