SideKick

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.

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!