A group of Siem Reap tourism professionals are setting up a new NGO called the Social Counseling Organisation and have applied to be registered with the Ministry of Interior. The group's far-reaching mission statement mostly revolves around alleviating rural poverty, reducing child labour, and improving water and toilet facilities. One innovative goal is the introduction of a ‘one village, one product' campaign, similar to a measure adopted in Thailand. The group also wants to increase the use of village banks to provide low-interest microcredit loans to farmers.