Experts talk about why Yes Madam’s controversial campaign on workplace stress and Poonam Pandey’s (fake) death due to cervical cancer hoax is a bad idea.
Published Dec 13, 2024 | 7:00 AM ⚊ Updated Dec 13, 2024 | 7:00 AM
Concerned Indian female employee feels tired or stressed due to work. (iStock)
In an apparent ill-conceived move, Yes Madam, a home salon services company, recently shocked netizens with a publicity stunt aimed at highlighting workplace stress.
The campaign involved sending an email to hundreds of employees stating that those who reported feeling stressed at work — following a survey — would face immediate termination.
While the company later clarified that it was a stunt and claimed to have a “de-stress leave” policy, mental health professionals felt such publicity stunts were cheap and dangerous to society.
Speaking to South First doctors and mental health experts said health-related awareness campaigns should aim at educating and supporting people, not exploiting sensitive issues for publicity.
Citing the examples of actor Poonam Pandey’s alleged death from cervical cancer (later revealed to be a fabricated story) and the Yes Madam startup’s stunt of sacking employees for admitting stress at work, experts decried the troubling trend of engaging in sensationalism disguised as awareness.
While the intentions behind such campaigns might be to grab attention, experts warned that such tactics could undermine public trust, trivialise serious issues, and harm vulnerable groups.
An internal email sent to employees of Yes Madam went viral on Redditt and other social media platforms recently. It claimed that the company had done a survey to understand stress at work. However, post the survey, the firm said it “made the difficult decision to part ways with employees who indicated significant stress”.
However, this email went viral across social media platforms, inviting a lot of attention and criticism. Several criticised the company for its action. However, the firm soon issued a clarification stating that it had not fired anyone and that the social media posts were part of a “planned effort to highlight the serious issue of workplace stress”.
The company’s apology published on LinkedIn, claimed that no employees were dismissed. Instead, they introduced new initiatives like the “Happy2Heal” programme and India’s “first-ever de-stress leave policy.”
“They weren’t fired; they were given a break to reset. They weren’t let go; they were encouraged to release their stress. They weren’t laid off; they were offered a chance to relax,” Yes Madam said.
While the apology said about progressive policies such as six paid “de-stress” leaves and complimentary spa sessions for employees, it also underscored the importance of maintaining a fine line between raising awareness and exploiting sensitive topics.
On 2 February 2024, the public relations team of actor Poonam Pandey announced her “death” due to cervical cancer. It was later revealed that it was a hoax designed to create “awareness” about cervical cancer screening.
Dr V Annapurna, Senior Consultant and Head of the Department of Gynaecologic Oncology at Bengaluru-based Sri Shankara Cancer Hospital and Research Centre felt awareness about cervical cancer was important.
However, she added that “such PR stunts can actually trivialise the disease and may negatively impact serious campaigns by the government and other agencies. Celebrities must be cautious about what they are doing”.
India has been struggling with low awareness about human papillomavirus (HPV) vaccination and cervical cancer screenings. “Such stunts may deter people from trusting health campaigns in the future,” Dr Annapurna told South First.
Yes Madam’s publicity stunt has angered many, including mental health experts for misleading people and “toying” with an important and sensitive topic of mental health at the workplace.
Mental health professionals have called out the campaign for trivialising workplace stress and risking the erosion of trust.
Dr Mahesh Gowda, Psychiatrist and Founder of Spandana Hospitals felt it was a bad way of creating awareness. “These stunts can undermine the seriousness of workplace mental health. It’s crucial to address stress with empathy, not gimmickry. Campaigns like these could discourage employees from openly sharing their struggles in the future,” he told South First.
Though the company later claimed that it intended to spark a dialogue about employee well-being, critics argued that sensationalising such issues for marketing purposes was a dangerous precedent. By creating a scenario of “firing” stressed employees, the company risked alienating not only its workforce but also the larger public, who might see it as a lack of genuine care.
“This kind of stunt sends a mixed message. On one hand, it appears to dismiss the gravity of workplace stress by trivialising employee complaints, and on the other, it risks making people reluctant to speak up about mental health issues in the workplace,” Dr. Gowda opined.
“Corporate India is only beginning to recognise the importance of mental health at work. Stunts like these could reverse the progress made in normalising conversations around stress and burnout,” he added.
Mental health experts argued while publicity campaigns were an effective tool for disseminating information, one should not joke around it by making such stunts without thinking of the consequences.
Speaking to South First, Dr Bhavya K Bairy, Consultant Psychiatrist at Trustwell Hosptial said trust and integrity were fundamental pillars that define the relationship between people, and company.
“While publicity can be an effective tool to raise awareness about critical issues, deliberately engaging in negative publicity stunts is ethically questionable and can be counterproductive,” Dr Bairy said.
She explained that from the receivers or readers’ perspective, such tactics should be avoided for several reasons. These could create “negative publicity which can damage the trust of the people; any perception of manipulation–particularly for the sake of attention–can erode public confidence; trust, once broken, is difficult to rebuild, and people may hesitate to seek care from institutions that appear to prioritise sensationalism over genuine concerns”.
Meanwhile, Dr Gowda added that in the case of Yes Madam, several people might not have seen the apology or clarification issued later. They would go by the first message of the company sacking stressed workers.
Emphasising the importance of constructive and stigma-free strategies to address stress and mental health issues in corporate settings, Dr Gowda highlighted the risks of poorly executed awareness campaigns and offered practical alternatives for companies aiming to create healthier work environments.
What causes stress at the workplace?
“Organisations can run numerous awareness programmes and deliberations on stress and mental health for their teams,” he said.
Dr Gowda stressed the need for adaptive stress management programmes that educate employees and managers on tackling workplace pressures effectively.
“Identifying the problem can start with a survey. If there are any red flags, these should be addressed through individual counseling, focusing on severe cases that genuinely require treatment,” he added.
Dr Gowda warned against sensationalised or punitive approaches, stating, “Such methods can cause more harm than good. Mental health issues and stress are already stigmatised. Many employees may fear they will be judged or, worse, sacked.”
To foster awareness and dialogue, Dr Gowda suggested companies adopt innovative approaches like discussions, role plays, and even skits.
“You can encourage employees to create videos showcasing their experiences or run competitions where people write stories about overcoming stress. These initiatives not only bring out different aspects of stress but also normalise discussions around mental health,” he said.
How does one figure out how to handle stress at workplace?
Doctors argued that rather than resorting to shock value, companies should consider more constructive approaches to raise awareness about workplace stress:
Workshops and training
Conduct workshops on stress management, mindfulness, and mental health awareness, led by certified professionals.
Genuine policies
Implement tangible policies like flexible work hours, mental health days, and access to counseling services.
Storytelling campaigns
Share authentic employee stories about overcoming workplace stress, and fostering an environment of openness and support.
Collaborate with experts
Partner with mental health organisations to create campaigns that are informative, impactful, and empathetic.
(Edited by Majnu Babu).
