A young copywriter after working continuously for 30 hours over the weekend collapsed and slipped in a coma, then died.
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| Mita Diran. Photo from Facebook page. |
Hard work hasn't killed anybody but long hours at work can and has. In Indonesia, Mita Diran from Jakarta died over the last weekend after she collapsed and slipped in a coma, hours after posting on Twitter.
On December 14 she had tweeted about working for ridiculously long hours for her employer Young & Rubicam Indonesia, an ad agency. "30 hours of working and still going strooong, (sic)" she had tweeted.
30 hours of working and still going strooong.
— Mita Diran (@mitdoq) December 14, 2013After few hours she suffered a heart attack and slipped into a coma from which it is said she would never wake up.
As the death was attributed to overwork, her father, who himself is an employee with an ad agency, suggested that Diran could have been working for around three days straight.
Local media reports say that her regular consumption of the energy drink Krating Daeng could also be one of the reasons for her sudden demise.
The following statement was released by the company after the death: -
"Dear Friends and Colleagues in the Advertising & Marketing community,
It is with a heavy heart and deep sadness that we have to inform you we have lost our friend, sister, and work colleague, Mita Diran, earlier this evening. Mita was a talented copywriter with a gentle smile who will always live on in our hearts.
We have been to Mita's family residence tonight and expressed our sincere condolences on behalf of Y&R Group Indonesia. It is a great loss and we wish Mita's family the faith and strength in each other in going through this extremely difficult time.
Tomorrow, December 16, we will close the office for the day to pay our last respects to Mita at her funeral at Jeruk Purut cemetery at 10 AM. Let us all take a day of silence tomorrow and give Mita's family the support and prayers that they need, from the bottom of our hearts."
Sincerely, Y&R Group Indonesia
Ms. Diran's Twitter feed was full of comments - mostly breezy - about her long hours, posted with the tag #AgencyLife. After her death, her industry colleagues wondered whether it was worth it. "This is insane -- no campaign is worth this," Ad Age quoted one Dubai-based Twitter user: "We're not curing cancer, it's just advertising."
In October, she wrote: "The more you spend time at the office, the more you consider moving your bed here. Preferably next to the fan." In another post that month, she said: "First day back at work after being sick for three days, and I spend over 12 hours at the office."
When she was in coma in a hospital, her father posted on social-networking app Path: "She collapsed after continuous working overtime for three days last night. Working over the limit. I have not slept since then."-- Source: ZeeNews/India Today