Writer: Suwit Wongrujirawanich
Choojai and Friends: Social Enterprise for Creative Society
“But who are we? We are a Creative Agency who aims to create something beyond PR work”
Choojai and Friends is a PR Agency who aims to produce “meaningful work”, as in innovative, unique and effective and as in positive, thoughtful and unselfish. Founded by a group of good friends and former coworkers at Lowe - Prasit Wittayasumrit, Pairat Eaupadunglert, Komsan Wattanawanichkorn, Pom Chaiyaporn and Bunchai Suksuriyayothin - the enterprise has as its main goal to “produce something beneficial to the community, society and environment, through [our] experiences and knowledge obtained throughout our years of working in the market.”
The mechanisms of Choojai is pretty curious. Some might be of the impression that Social Enterprises is a smooth organisation to run, as it is founded out of well-wish and dedication. The truth is: not at all. Even a well-meaning and giving company needs funds to run as its lucrative counterparts, and the revenues is not that big. All things considered, Choojai and Friends believes that a successful Social Enterprise is a company that can identify what it is that they want to give back to the community - and not necessarily one that can compete well with others. The company accepts both commercial and non-commercial jobs, sometimes making profit and sometimes doesn’t. When accepting the former, certain criteria applies: the work must be transparent, harmless and give something back to the society. With this philosophy, Choojai and Friends has wandered into markets that can be positively unconventional at times. Here are some examples:
Mom-Made Toys Originally an CSR project for PlanToys co., these toys were designated for children with special requirements (the visually disadvantaged, those with autism and mental disorders etc.) Recruited to assist PlanToys in making toys for these targets, Choojai and Friends discovered that the perfect creators are the mothers of these children themselves. As someone who spends time with the targets 24/7, the parents have valuable insights and observations that no others do, and were able to fashion toys that accurately respond to their needs.
The Poopy Power Concert In cooperation with Green Peace, Choojai and Friends organised The Poopy Power Concert to raise public awareness on the drawbacks of fossil fuel and to rely on alternative clean energy instead. Running entirely on this energy (animal waste, solar power, recycled energy etc.), the concert went to show that this could realistically be put into practice.
Mini Marathon An effort to bring together people with different physical conditions - the healthy, the handicapped, the elderly - to exercise together, this Mini Marathon was an initiative of Choojai and Friends and other public and private organisations. Guide Runners were recruited to accompany participants on track to ensure safety and assisted when required. No one won in this race - and there was no need to find a winner. It’s all about joint experience, getting together, and keeping in form!
As Choojai and Friends believes - business is not all about money: it’s about giving back to the community too!