MYOB has launched the Solo by MYOB app to help sole operators reduce the burden of work-related admin, or ‘work work’. Developed in partnership with M+C Saatchi Group and MYOB’s in-house agency, the app features intuitive design and motion behaviours that help users streamline admin tasks. The launch campaign, led by comedian Tom Cashman, introduced the ‘Do Less Work Work’ platform, highlighting the difference between the enjoyable work and tedious admin. A national study of 1,000 sole operators revealed that 77% feel isolated and many struggle with work-life balance. The research reached 2.3 million people through earned media at launch.