Chief among them is PTT. But if you are looking for something a little different, take a look at the activities of two arch-rivals in the telecom industry - Total Access Communication (DTAC) and Advanced Info Service (AIS). Their "Samnuek Rak Ban Kerd" (love for hometown) and "San Rak" (love expansion) projects have been running for years, with a big difference.

While the former AIS owner - the Shinawatra family - did not have to work hard in carrying out the "San Rak" project, DTAC chairman Boonchai Bencharongkul took on the job of making DTAC staff realise the importance of returning benefits to society.

He admitted that it was hard to communicate with staff, as they wouldn't read e-mails and could possibly delete them. If a meeting were called, the staff could claim that they were tied up in a meeting and would not show up.

He therefore commissioned a 20-minute film and screened it in front of the elevators of the company's buildings. Then, a conference room for 200 people was prepared for the purpose. The movie was screened in the room and Boonchai himself led the conference.

Boonchai also rode a car or took a flight to speak on the same subject at provincial branches. He knew that staff wondered why they were supposed to work harder for the sake of society when they believed that just following their job descriptions and getting salaries should be enough.

Certainly, it is hard to judge whether AIS's "San Rak" or DTAC's "Samnuek Rak Ban Kerd" is better, if social response is applied. Benefits in terms of money are also too complicated, as it is hard to judge whether the number of subscribers in any month increases due to promotions or the CSR programme.

Still, Boonchai considered that DTAC programme a success. At a seminar last week, he said he was invited to give the speech because of that success. Certainly, convincing him of the belief is the fact that both the Shinawatra and Bencharongkul families had sold out their stakes in the respective companies. Still, while Boonchai is still around, Thxxxin is wandering outside the Kingdom.

CSR experts should be asked whether this kind of thing could be used as the indicator to determine the success of a CSR programme.

achara_d@nationgroup.com