The India Chapter of the International Advertising Association (IAA) has released a campaign that appeals to the advertisers, along with advertising and media agencies to take a ‘deep breath’ and show empathy during this hour of crisis due to the pandemic. The #TheWorldNeedsABreather stands particularly important as it talks for the industry at large, done for the industry, by an industry body. 

"To say we are living in extraordinary times is really a cliche. We are living in almost desperate times presently. This is a phase where everyone we know has experienced or heard of grief and pain and fear. And we seem to forget that this is just a phase. This too shall pass", says Megha Tata, President, IAA India.

She goes on to add, "It is in this spirit of positivity that we at the IAA India Chapter thought that as a responsible industry Association we must flag what is needed in our world today. And that, in our opinion, is empathy, sensitivity and compassion.

We are all professionals and we understand the imperatives of ROI. We understand competitiveness and the need to perform well. We understand what fine deadlines and firm bottom lines are all about.

But all our campaign is saying is that this phase will not last forever. It will pass and we will look back and tell our children and grandchildren about what we faced."

For three years now, IAA through a well-managed campaign has been urging industry leaders to save lives by adopting Flexi-timings. 

Nandini Dias, Chairperson, IAA Leadership Awards Committee also asserts, "This time the challenges are different. We need to rebuild lives and livelihoods, irrespective of where we work from or whether we belong to a local or global organisation. Our industry members at every level of the corporate ladder are facing unique challenges. And we believe this is the time to introspect, look within, and dip into the reserves of goodness that exist in all of us and create strong foundations for long-term renewal. Our campaign seeks to do just that. And of course, as we always maintain, communication should be a force for good.”  

Tata also took to social media channels to urge the industry stakeholders to be responsible and sensitive towards each other.

"I am a bit overwhelmed by the positive reactions this campaign has received. And I am thankful to fellow industry Associations, partners, media houses, trade portals and others, who have taken the message well and wholeheartedly supported us," mentions Tata on the industry response to the campaign.

The IAA World President will also be putting the same campaign out to Chapters around the world to amplify. The world too needs a breather.