Young Indonesian copywriter Mita Diran, dies after 30-hour work day

Hard work hasn't killed anybody but long hours at work can and has. In Indonesia, a young copywriter died hours after posting on Twitter: "30 hours of working and still going strooong."

Mita Diran collpased in office, soon after this Twitter complaint and died the next day. 

The actual cause of death was not immediately known but her colleagues in the industry are blaming her long hours for her death. 

Advertising magazine Ad Age reported that the death struck a chord, 'particularly since it came seven months after a 24-year-old Ogilvy PR staffer in Beijing, Gabriel Li, suffered a heart attack and died at his desk'.

"Mita was a talented copywriter with a gentle smile who will always live on in our hearts," Ad Age quoted a statement from Eny Widayati, general manager of Y&R (Young and Rubicam) Indonesia, as saying. "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."

News of her death spread around the world. Condolences — and criticisms of demanding industries —poured in on Twitter.

"My creative friends, tell your boss you're too young to die," tweeted Hendri Cahyana.

"No campaign is worth this. Were not curing cancer, it's just advertising," tweeted Nagham.

Y&R Indonesia closed the office for Diran's funeral.

While cause of death has not been released, local reports blamed her death on long work hours, lack of sleep, and the heavy consumption of energy drinks.

While cause of death has not been released, local reports blamed her death on long work hours, lack of sleep, and the heavy consumption of energy drinks.