Championing Change Through Storytelling 

Ahona Azad Choyti is a distinguished Communication expert hailing from Bangladesh, with a wide range of experience, woven from both public and private sectors. Ahona believes in the transformative impact of simple and compelling narratives in creating empathy and relevance for real-life issues to craft global solutions for world problems. As the new Head of Communications, Advocacy, and Branding at Spring ACT, Ahona brings her passion and expertise to the forefront, ready to amplify voices and inspire change through the art of storytelling.

Greetings Ahona and welcome to Spring ACT. Please share with us about your journey so far and how did you come into Communications?

I earned my Bachelor’s degree in Business Administration, during which I developed a strong passion for Marketing. This led me to major in Marketing and pursue a Master’s in International Marketing Management. My first full-time position was with Nestlé in the corporate sector, where I specialised in Brand Management, focusing on infant specialty brands.

Driven by a love for new challenges and a desire to do meaningful work, I explored various sectors, gaining experience with multinational corporations and start-ups both in Bangladesh and internationally. This adventurous spirit eventually guided me to the development sector, where I discovered a deeper sense of purpose.

In the development sector, I began specialising in Communications, using its power to promote social justice. My journey started with BRAC, one of the world’s largest NGOs, where I gained comprehensive insights into the sector. Visiting the field, meeting people in diverse and often underprivileged situations, including refugee contexts, and hearing their stories of courage and resilience profoundly shaped my perspective on life and the impact we can make through our work. I later joined ActionAid, where I led the Communications team in Bangladesh before transitioning to Spring ACT this year.

How did you hear about Spring ACT? What inspired you to be a part of the organisation?

I was searching for a remote working opportunity when I discovered Spring ACT through a site called Impactpool. Growing up in the Southeast Asia, I became aware of the pervasive issue of domestic violence at an early age.

It always troubled me to see how power imbalances and patriarchal societal norms made women and children vulnerable to various forms of abuse, often perpetuating the cycle across generations.

My understanding of this issue deepened as I worked in the development sector. It was alarming to see that despite years of efforts by numerous civil society organisations worldwide, the problem persisted at distressingly high rates. I realised that a new approach was needed to achieve the change we all envisioned.

When I learned about Spring ACT and its mission to end domestic violence using technology, particularly AI, I felt this was the missing piece. It’s a unique and timely approach with the potential to be highly effective in preventing domestic violence. I was eager to join this journey and contribute to making a real difference.

Could you elaborate on your role and what you find exciting for Spring ACT Communications as a whole? 

At Spring ACT, I lead the Communications, Advocacy, and Branding efforts, working closely with ACTivists worldwide to raise awareness about domestic violence and promote our Chatbot Sophia. We utilise social media, websites, traditional media, and educational materials to deliver impactful messages.

Our goal is straightforward: to communicate as effectively as possible to help end domestic violence. Since Chatbot Sophia is a global product, it’s crucial that our communication is relatable, informative, and easy to understand.

Individuals experiencing domestic violence often live in stressful situations, so our messages must be concise, hopeful, and powerful. We prioritise the well-being of our users, aiming to instill the belief that they have the power and the right to break free from abuse.

Providing accurate and timely information can play a pivotal role in their journey to liberation. Through our communication and advocacy efforts, we strive to offer this crucial support.

How do you think Spring ACT can play a role in empowering people with the technology to fight global social injustices?

I believe the solution offered by Spring ACT is highly effective in targeting the root causes of domestic violence. This approach is crucial for addressing the issue at its core.

Chatbot Sophia, powered by generative AI, overcomes communication and geographical barriers, enabling users to engage in their preferred language, at their convenience. It also addresses the barriers of social stigma and fear, allowing users to seek help without the worry of judgement or the risk of being discovered.

What sets Spring ACT apart for me is its unique approach: rather than duplicating existing services, it enhances global and national support systems by providing users with essential information. This strengthens the overall impact and ensures that those in need have the resources and knowledge to seek help effectively.

Working on issues related to domestic violence, sexism, and gender-based violence is essential, yet it can be taxing on one’s mental and emotional health. How do you spend your time out of work to revitalise yourself?

I spend a lot of time talking with my family and friends, who have been my biggest support system throughout my life. These conversations not only lighten my mood but also broaden my perspectives, allowing me to approach the issue with fresh ideas. This nurturing technique revitalises me and empowers me to continue working on my passion.

Watching good series or movies and travelling from time to time have also been very effective for me. I make sure to indulge in these mini-treats whenever possible to care for my mental health.

Could you share a favourite quote and book that encompasses what you are doing within Spring ACT? How does it relate to society at large?

My favourite quote is,

“When the going gets tough, the tough get going.”

A book that recently captivated me is The Last Girl by Jenna Krajeski and Nadia Murad. In this powerful memoir, Nadia Murad shares her harrowing experience of captivity and her courageous fight against ISIS.

Both the quote and the book emphasise the importance of resilience and determination, no matter how difficult the circumstances. They remind us that perseverance can guide us through even the darkest times.

For those dealing with domestic violence, it’s crucial to remember that there is always hope and the possibility of a brighter future. Drawing strength from such quotes and stories can provide the inspiration needed to overcome personal battles and seek freedom.

What advice do you have for aspiring Communications professionals within the field of social impact?

I believe that many of us in this sector are driven by our ikigai—our sense of purpose in life. We are deeply committed to addressing social issues and envisioning a world where inequality is not the norm.

Despite challenges like funding shortages, slow progress, and uncertainty, we persist because the satisfaction of improving even a single life far outweighs any financial reward.

For those considering a career in this field, my advice is to first reflect on your own ikigai. Enter this work with a mindset open to challenging conventional thinking, as the sector needs new ideas and bold actions.

How you use communication is crucial: it can either exploit others’ suffering—a common yet problematic fundraising tactic—or authentically share stories that highlight struggle, resilience, and hope, fostering genuine support and investment.

It’s about shifting the power: in one approach, you take it away, and in the other, you restore it. The choice is always yours, and that’s why understanding your ikigai is so vital.

 – Interviewed by Simon Sundaraj Kühn for Spring ACT