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AirAsia adds nursing cover to signature uniform for working mums

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AirAsia has added a new nursing cover to its signature uniforms for pilots and cabin crew. The cover is part of a ‘Moms-on-Duty’ kit that the airlines will be providing to new mothers in operation starting this year. 

The ‘Moms-on-Duty’ kit also includes a handbook that provides working mothers with guidelines on items such as how to inform their co-workers when they require time and privacy to pump breast milk. 

In addition, the guide includes references on how to seek in-house support on health and nutritional matters. An AirAsia baby romper is also included in the kit as a gift to the newborns. 

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“This campaign is important for AirAsia to stand with our moms and say that it is normal to be a working mother. It is also a part of creating a safe and conducive work environment for our Allstars,” said AirAsia’s chief people officer, Intan Shahira Mohd Shahru.

The kit comes as a result of focus group discussions conducted with Allstar mothers working as pilots and cabin crew. The discussions revealed that there was a lack of private space on an aircraft to pump breastmilk as well as limited time to express before, during or in-between flights.

As a result, some mothers have had no choice but to extend their maternity leave on an unpaid basis or to leave the profession altogether. Others have experienced uncomfortable looks either from guests or co-workers. 

“The introduction of the ‘Moms-on-Duty Kit’ is part of a broader initiative for AirAsia to boost female participation in operational roles. AirAsia is committed to improving its policies and practices to boost women participation in operational roles,” said Intan.

“This includes enhancing the facilities and offices, as well as improving income security for pregnant pilots, cabin crews and engineers in line with global aviation best practices guidelines published by the International Civil Aviation Organisation,” she added. 

The uniform enhancement symbolically marks the launch of a new diversity, equity, and inclusion (DEI) initiative at the airline to create stronger workplace policies in support of working mothers in operational roles too. 

“Women who work in operational roles face unique challenges. They are required to work shifts in an unconventional work environment. The adjustment back to flying hours while juggling motherhood responsibilities can significantly impact their wellbeing, especially those who are still nursing. Since last year, we began looking into policies and practices that can ease their return to work,” explained Intan. 

According to AirAsia, the airline extended maternity leave for all its staff in Malaysia from 60 days to 98 days in 2022. It also opened a childcare centre at its headquarters, RedQ, in 2018. The centre accepts children from 11 months to six years and currently cares for 80 children of working Allstars. 

This campaign comes after AirAsia Move onboarded marketing veteran Ravi Shankar as its new chief marketing officer, according to Shankar when MARKETING-INTERACTIVE reached out. He will be reporting to Nadia Omar, CEO of AirAsia MOVE.

In his new role, Shankar will manage the branding, marketing and data and growth teams. 

Prior to moving into AirAsia MOVE, Shankar was with CARSOME Malaysia as its chief marketing officer for just over two years. 

“I am excited to be back in the AirAsia ecosystem. The team will harness the power of AI to enhance our marketing efforts,” he said in a conversation with MARKETING-INTERACTIVE.

“This role aligns perfectly with my passion for technology in marketing, aiming to position AirAsia MOVE as a leader in the travel sector,” he added. 

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles:  
AirAsia MOVE onboards Ravi Shankar as new CMO  
AirAsia MOVE debuts with refreshed app look 
Capital A to reportedly raise US$400m equity from AirAsia merger 


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