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

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.

Under the aegis of IAA every year the members undertake an initiative to show that communication can be an effective force for the good of society.

This year Nandini Dias a Managing Committee member of IAA – India Chapter and CEO, Lodestar UM India is spearheading this meaningful project. Due to personal losses, connected to Mumbai suburban railway network, in the last 18 months, Nandini Dias was pushed to think on how to minimise losses and save lives. This helped conceptualize the project named WorkToLiveToWork.

Ramesh Narayanan, President, IAA India Chapter said, “Through this initiative Dias is urging CEOs/HR heads to help Mumbai based companies to implement flexible or staggered office timings for employees so that they don’t risk their lives to reach their workplaces”. Reports shows that the transit system operates beyond its capacity. Every day approx. 9 people die on the Mumbai suburban rail network which is nearly 3200 people in a year.

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. A campaign has been designed around WorkToLiveToWork, to end the irrational rigidity in Mumbai’s office timings and save lives.

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.”

WorkToLiveToWork is a radical people’s initiative that aims to decongest rush hour by make our working hours more flexible and commuting less fatal. By reducing the death defying load on our crumbling infrastructure not only will it lift workplace morale but will give each one of us the right to choose our lives over our livelihood.

To take this initiative forward besides Lodestar UM, IAA has the support of Taproot Dentsu who created the communication.