Amalia has a creative design background and spent most of her life as a creative advertising person for 20 years in creative and business departments. After working for multinational agencies like Ogilvy, DDB and Lowe, she started her own agency called Juara, which led her to voluntary work with Alzheimer Indonesia by creating the campaign idea “Jangan Maklum Dengan Pikun” (Do not under estimate memory loss) created from a very deep insight of Indonesian stigma of Pikun (Memory loss).
Her agency’s 10 signs brochure design has been adapted by many countries and into many languages such as Dutch, English, Arabic, Javanese (Surinamese), French and many others. She started to focus on being an Alzheimer Indonesia volunteer when she moved to The Netherlands as the country manager for the Netherlands based chapter of Alzheimer Indonesia. After less than a year the chapter has now officially become Alzheimer Indonesia Nederland Foundation whose purpose is to explore any opportunities with The Netherlands and Indonesia such as the current twinning program between Alzheimer Indonesia and Alzheimer Nederlands.