The "Be Por-Piang Generation" project - launched at the Crown Property Bureau yesterday - is part of celebrations of HM the King's 80th birthday in 2007 and will hold various activities to promote the idea, said Dr Jirayu Isarangkul na Ayudhya, chairman of the sufficiency economy promotion subcommittee.

Jirayu said sufficiency economy was not just about being economical, as many understood it to be. It also covered many other things like shaping people's attitude towards an improved life, and could even be applied to other fields besides agriculture.

The project would focus on moderation, good virtues, knowledge, and self-sufficiency, he said.

Pusacha Donavanik, executive vice president of JSL Co, said the company would produce the project's media materials, including TV Internet and on-the-road activities to reach nation-wide audiences so they could pursue sufficiency economy in their daily lives.

JSL would air a "Por-Sor Por-Piang" variety talk show every Sunday from 6.05pm to 7pm on Channel 5, produce a two-minute "Phandin Por-Piang" TV documentary, and open a website (www.ppgen.com) to reach younger audiences.

A "Por-Piang Sanjorn" on-the-road campaign will be held in Chiang Mai, Khon Kaen, and Bangkok to educate the public about the philosophy and also feature the Maha Janaka play.

Wristbands and the "Por-Piang" handbooks will also be sold for those wanting to join the movement.

Ayutthaya's Samlee Charoensuk, 57, said his Coyriyah Samphan Community had put the philosophy into practice for more than three years, maximising local wisdom to rid people of debt, helping each other, and creating a network with other communities.

"We grow everything we eat, we eat what we grow and sell the excess. We're not big spenders, we keep balance sheets and save for the future. Our community's happy, with no debt and an improved economy," he said.

Yothinburana School student Natthanon Prairoon, 14, said his school had joined in to allow students to practice the philosophy by recycling things and keeping balance sheets to stop overspending.

"Now I can save more money and whenever I overspend, I compensate it the next day," the boy said. 

Mayuree     Sukyingcharoenwong

The Nation