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จันทร์ 09:00 - 17:00 อังคาร 09:00 - 17:00 พุธ 09:00 - 17:00 พฤหัสบดี 09:00 - 17:00 ศุกร์ 09:00 - 17:00

SideKick

Communications & Design Studio for Social Good

Communications & Design Studio for Social Good

Sidekick works with purpose-led businesses and social organizations on Public Engagement & Behavior Change initiatives | Creative Production & Visual Design projects, within Southeast Asia and beyond. We started in 2014 with an experienced team of designers and communicators who have collectively been working across Asia connecting with audiences and igniting conversations around social change.

09/06/2026

As we continue our waste management scoping around Bangkok, we came across something really special in the Romklao area of Ladkrabang.

It’s called “Ban YaYai” — or Grandma’s House.

The issue is that many parents are leaving young children with grandmothers during the day. Some toddlers, especially around 0–2 years old, end up spending hours on mobile phones because the grandmothers are also busy with housework and daily responsibilities.

Over time, this has affected some children’s speech and social development. Some children arrive at kindergarten still unable to speak or interact properly.

So Uncle Preecha, the community leader, got some funding and started Ban YaYai.

Instead of each grandmother staying at home alone with their grandchild, the grandmothers come together and bring their หลาน ๆ to this shared space. There are books, toys, other toddlers to play with, and the grandmothers can help each other look after the children.

A teacher also comes once a week to train and support the grandmothers.

And after just a few months, they are seeing a huge difference. Children who were not speaking are starting to speak. They are playing more, interacting more, and slowly catching up.

Honestly, it was amazing to see.

Uncle Preecha is awesome. We came here looking at waste management, but found so many other examples of community-led ideas and care.

Sometimes the best local innovations are already happening quietly in communities — we just need to notice them.

04/06/2026

“What’s your great dream?” We asked Auntie Na, a 64-year-old community leader from one of the small canal communities in Prawet District, Bangkok. She said: “For the canal to be clean forever.”

And for young people to join her and the other aunties and uncles, so the work can continue.

It sounds like a small ask, but for her it is the biggest and most important thing in her life. She has lived here since the canals were still the roads of Bangkok, before the roads grew around the community.

We’re now doing a scoping exercise on how communities around our capital are working on waste management — many of them in very different ways.

The other photos are from youth groups in Hua Takhe Market, working on a prototype card game.

The game teaches people about the value of different types of waste. Players compete by picking or buying cards based on the descriptions being read out. Each waste card has a different value, so players collect the cards and turn them into “income” — and the person with the highest value wins.
Quite fun — our team had a go at it too!

Really happy to be working with ECCA Family Foundation on this.

28/05/2026

Over the past few months, SideKick has had the opportunity to support GIZ's Sustainable Rice Landscapes Initiative in Thailand — first by travelling to the field in Chiang Rai and Ubon Ratchathani, and then by facilitating a senior management communications workshop with the ISRL team.

What stood out from the field was the depth of work already happening on the ground: farmers adapting practices, peer learning spreading through local networks, seed systems being strengthened, market linkages taking shape, and landscape-level questions becoming more central to the conversation.

Together with the ISRL team, we used the workshop as a chance to step back, reflect on what we had seen and heard from the field, and shape a clearer communications direction for the upcoming stages of the project.

It was a really thoughtful process — grounded in the team’s deep technical knowledge, field relationships, and commitment to making sustainable rice work in practice.

For Sidekick, this is the kind of communications work we enjoy most: starting from real field experience, listening closely to the people implementing the work, and helping turn complex development efforts into narratives that show not just what was done, but why it matters.

Thank you to the ISRL team for the trust, openness, and rich discussion.

25/05/2026

We Really enjoyed spending time with the young leaders from SOL’s Impact Leaders Program today. The session was only a couple of hours, but honestly it felt too short. The energy in the room was great — everyone was engaged, curious, and full of questions.

What we really appreciated was that they didn’t only ask about communication or social impact, but also wanted to understand the business side of doing meaningful work. How do you build something sustainable? How do you turn passion into practice? How do you keep going in this field?

We also touched on AI and the changing job market — what it means for young people entering the workforce, what skills will matter, and how future leaders can use new tools without losing the human side of leadership: empathy, judgment, creativity, and the ability to understand people. Those are exactly the kinds of questions young impact leaders should be asking.

We hope we can keep the conversation going beyond today.

Big thanks to SOL: School of Leadership for the invitation and for creating such a warm, thoughtful space for the next generation of changemakers.

15/05/2026

One of the most meaningful reflections from our final clean air communication research presentation with BMA came from Khun Chompunut “Best” Ariyachatkul, Public Relations Officer at BMA.

She shared that the research helped BMA move beyond thinking of “the public” as one large group.

Our research showed that Bangkok residents experience PM2.5 very differently — depending on their daily exposure, health concerns, work, commute, family responsibilities, and access to information.

This matters because better communication starts with knowing who we are speaking to.

When BMA can see different audience groups more clearly, they Air Quality blog: https://www.sidekick.asia/airqualityblog
can better understand what each group needs, what kind of message is useful to them, and what public services or measures can actually help.

As Khun Best reflected, this can help BMA communicate more effectively, respond more directly to people’s needs, and build a stronger relationship with the public.

And the good news is: this work is moving from research to implementation!!

Sidekick, together with Breathe Cities and BMA, will continue this work through a pilot communication project ahead of the next peak smog season.

The pilot will focus on supporting people who are most exposed to PM2.5 with people-centred communication — connecting the right information, services, and measures to the realities of their daily lives.

For us, this is the real value of people-centred communication.

It helps public institutions move from general awareness to more targeted support — and from one-way information sharing to a stronger relationship with the people they serve.

08/05/2026

One thing people seemed to really connect with during the Better Air Quality (BAQ) Conference session was the moodboards.

For us, this was quite interesting because the moodboards helped make the link between exposure and communication style much easier to see.

People who experience PM2.5 differently also live differently. Their work, commute, health concerns, family responsibilities, and ability to avoid dust are not the same.

And because their daily lives are different, the kind of content that feels relevant to them is different too.

Some groups liked things that felt bold, direct, and real.
Some preferred something softer, cleaner, and more lifestyle-led.
Some needed more structure, more explanation, or a stronger expert feel.

So the moodboards were not just “design references” for us.

They helped us think more clearly about what each group would actually stop and look at — what feels familiar, what feels useful, and what might feel too formal, too soft, or just not really made for them.

You can find our presentation and other BAQ session presentations here: https://lnkd.in/gmTPuc_Y

29/04/2026

Yesterday, Sidekick had the opportunity to present our air quality communication research findings with BMA, together with teams from the Public Relations Department, Environment Department, Health Department, and the Bangkok Governor’s Advisor and Sustainability Executive, Mr. Pornphrom Vikitsreth.

It was a really positive and encouraging conversation.

The main idea we shared was simple: people in Bangkok experience PM2.5 differently.

Some people are exposed to dust every day through their work, commute, health conditions, age, family responsibilities, or where they live. Others have more flexibility to avoid exposure, access information, or protect themselves.

So when we think about clean air communication, the question is not only what information should be shared, but also who needs support first, what kind of message makes sense to them, and how existing BMA services and measures can become easier to find, understand, and use.

What felt especially encouraging was the openness in the room.

BMA showed strong interest in taking the findings forward and working together on a more people-centred pilot — one that builds on existing services, reaches different groups in ways that fit their lives, and creates space for learning across departments.

For us, this is a very exciting next step.

Research is only meaningful when it helps move things forward. And this feels like the beginning of a practical, collaborative process to turn insight into action for cleaner air in Bangkok.

Action meeting coming soon.

31/03/2026

Sidekick is at Citi HQ today

Together with our amazing youth engagement partner YGG, we’re working with the World Bank and Citi to shape this year’s Thailand Young Economist Contest 2026—a platform designed to amplify youth voices on the future of work.

From ideas to action, this is about creating space for young people to step in, speak up, and shape what comes next.

Let’s go!

12/03/2026

It was a great opportunity to speak at the Better Air Quality (BAQ) Conference, one of the region’s most important gatherings bringing together city leaders, researchers, and practitioners working to improve air quality across Asia.

As part of the session “People-Centered Solutions: Making Inclusive Urban Planning Work for Clean Air and Climate Action,” we shared insights from our work in Bangkok on user-led behavior change research for air quality communication, conducted with Breathe Cities and the Bangkok Metropolitan Administration (BMA).

A key focus of the discussion was how cities can move beyond simply sharing information about pollution and instead build trust, relevance, and public engagement.

Some early insights from the research include:

- People want to see clear evidence that policies and actions are making a difference
- Communication needs to be useful in daily life, not just informational
- Most importantly, one message does not reach everyone

Different groups experience air pollution differently and respond in different ways. Effective communication therefore requires audience segmentation and messages that resonate with different levels of concern, exposure, and daily realities.

What was especially encouraging was the level of interest in the approach. After the session, colleagues from several cities stayed on to discuss how behavior-informed communication and user-led research could be applied in their own contexts.

Clean air solutions are not only technical or policy challenges — they also depend on how well cities engage people and support everyday behavior change.

It was inspiring to see so many practitioners across the region exploring how people-centered approaches can strengthen the impact of clean air and climate action

17/02/2026

Wrapping up our time in Chiang Rai.

Over the past few days, conversations with farmers, community leaders, and partners — kept circling back to one simple question:

What actually makes change stick?

From a social and behaviour change perspective, the answer is rarely technical transfer alone.

Academic knowledge matters.
Training matters.
But adoption spreads when people see someone like them making it work.

This is where positive deviance becomes powerful.

In both lowland and highland communities, change accelerated when trusted community members diversified crops, adjusted land practices, or participated in forest rehabilitation — and others could see the results with their own eyes.

Not theory.
Not instruction.
Proof.

When upstream and downstream farmers recognise their interdependence — water, soil, forests, markets — the landscape approach stops being abstract. It becomes practical.

The photo here is of a community forest that was rehabilitated by the community itself.

No one forced it.
People saw benefits — and followed.

That is how behaviour shifts.
And that is how landscapes recover.

Proud to have explored this through our ISRL work with GIZ.

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จันทร์	09:00 - 17:00
อังคาร	09:00 - 17:00
พุธ	09:00 - 17:00
พฤหัสบดี	09:00 - 17:00
ศุกร์	09:00 - 17:00

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