Choojai & Friends break the charity mold with SOS Thailand’s ‘The Pretty Life’
In the world of charitable advertising, we are accustomed to seeing orphans through a lens of sorrow-dimly lit rooms and tearful eyes designed to trigger instant pity and open wallets. But a haunting question remains: If donations truly improve their lives, why has the imagery of misery remained unchanged for decades?
SOS Children’s Villages Thailand , in collaboration with the creative agency Choojai & Friends, decided to break this cycle with their latest campaign: “More than growing up, it’s growing well” (The Pretty Life).
Most charity appeals rely on “Pity” as their primary currency. However, modern donors are increasingly skeptical of transparency and efficiency. They want to see tangible outcomes, not just survival. This campaign disrupts the charity landscape by shifting the focus from victimization to the high quality of life that donations actually provide.
The film begins like a traditional tear-jerker. Hosted by Gap-Thanavate, it prepares the audience for a dose of drama. However, the narrative takes a sharp, refreshing turn as the children respond with a life that is surprisingly “normal” and vibrant.
• No more hand-me-downs: Instead of waiting for donated clothes, children choose their own outfits that reflect their personality.
• Beyond basic nutrition: Birthdays are celebrated with special meals at restaurants and personalized cakes—just like any other family.
• Educational empowerment: Support extends beyond tuition to include dorm fees and specialized tutoring, allowing children to confidently pursue ambitious dreams, such as becoming doctors.
Directed by Kanin Phakkhayawong, with visual references to The Florida Project, the film highlights the natural charm and wit of the children, reinforcing the message that an orphan supported by SOS is no longer a “pitiful” child.
The campaign extends into the physical world through Direct Mail postcards. Instead of grim solicitation letters, these cards feature vibrant photos of children exploring the world and enjoying life. They serve as a report card for donors, proving that every cent is invested in a child’s future, not just their immediate survival.
The ultimate objective is to foster a new culture of giving. SOS Children’s Villages Thailand aims to challenge charities to compete on “effectiveness” and “outcomes” rather than misery. Because the greatest success for a foundation is a child who is so well-supported that they no longer need anyone’s pity.
Credits
Client: SOS Children’s Villages Thailand
Agency: Choojai & Friends
Director: Kanin Phakkhayawong
Presenter: Thanavate Siriwattanakul (Gap)
