“It’s not that the child is at fault, but rather a societal problem…”
Toiro founder Tagami Maria grew up feeling somehow familiar with the realities of inequality and poverty. Witnessing children in the Philippines during her student years sparked a strong desire to change society, even just a little, through her own actions.
After gaining PR experience in Japan, she now runs the NPO, “Toiro”, in Canada—accelerating social contribution through the power of information. Day after day, she works tirelessly with volunteer members to build the foundation for delivering the “activities born from caring for others” that are buried within society.
Why did she choose the path of an NPO over the stable world of business? And how do the “small, warm feelings” that Maria believes in change society? We sat down for an in-depth conversation.
“The problem lies not with individuals, but with societal structures.”
――Could you tell us about the “origin” that led you to confront social issues?
I always felt fortunate to have a family and attend school without hardship. Yet, somewhere deep inside, I constantly sensed that others faced far more difficult circumstances. Looking back now, even as a child, I intuitively felt the “invisible disparities” within society. Perhaps I was always searching, in my own way, for why they existed and how they could be changed.
――So was there a defining moment when that feeling crystallized into conviction?
Yes. It was during my first visit to the Philippines. I witnessed a scene in the city: a small child stealing from tourists and then being shouted at by an adult. Stealing is, of course, a crime, but I felt strongly that this child isn’t to blame — it’s a societal problem that basically left them with no other choice.
If I had been born into the same circumstances, with nothing to eat that day, I might have made the same choice to survive. That experience gave me a clear desire to work on solving social issues.
My Encounter with PR as a “Weapon”
――I imagine you entered society with strong convictions, but did you see your current path clearly from the start?
No, back then I lacked both skills and English proficiency. While I wanted to contribute to society, I didn’t know what I could actually do. So I decided to build my strengths first and joined a company with a strong commitment to social impact.
I started working in sales, but after three months, I was transferred to the PR department. This experience became a major turning point in my life.
――What insights did you gain through PR work?
I realized that even if people are doing wonderful work for society, if that information doesn’t reach the right audience, it’s as if it doesn’t exist.
By delivering information, I saw how these efforts gained media coverage on TV and in newspapers, leading to increased inquiries and more organizations offering support. Witnessing this firsthand made me realize that even without the ability to build infrastructure or schools myself, I could fully support social contributions through PR – delivering information. This has become the foundation of my current work.
My Challenge in Canada and the Birth of NPO “Toiro”
――So you went to Canada seeking further skills.
After my experience in Japan, I wanted to make the way information is delivered more reliable, so I left my company and studied digital marketing at a Canadian vocational school. I believed combining PR and marketing skills would give me greater power to disseminate information, and I wanted to create positive social change.
While working as a freelancer, a reporter for Japanese-language media, and a content marketer, I began to feel it was time to engage in meaningful work that contributes to society.
Initially, I considered volunteering as a PR officer for a Canadian NPO. Observing various organizations, I found each incredibly compelling—people from diverse backgrounds working passionately toward their goals. Yet, something felt off about limiting myself to just one specific theme or group.
As I continued to think about this, I arrived at the idea that what I truly wanted to do wasn’t limited to activities focused on a specific theme, but rather supporting various people and activities through the power of communication.
Given that, I felt it would be better to build something from scratch rather than join an existing organization—and so, about two years after arriving in Canada, I launched Toiro (official name: TOIRO VOICE SOCIETY).
――What are your main activities now?
As Toiro’s founder, I’m primarily focused on building the foundation: creating our website, posting on social media, building a team, and establishing an environment where members can work comfortably.
No matter how good an idea is, it won’t spread without the system to sustain it. Right now, I’m working with my colleagues to put that system in place.
Walking with Members : The Future of Our Organization
――I understand you currently have about 15 volunteer members. What do you prioritize in your interactions with them?
Many members are international students, and I truly value our connections. While I certainly want to grow Toiro as an organization and spread the word about what we do, more than that, I want Toiro to be a place that becomes part of our members’ lives—a place where they can look back and think, “I’m glad I was part of Toiro.”
That’s precisely why I strive to manage the organization in a way that allows each member to gain learning experiences and opportunities.
One person alone can’t achieve much, but I believe a team can create significant impact. I started this work alone, but now I have teammates who contribute their unique strengths. Seeing that growth is my greatest reward.
A Form of Social Contribution Anyone Can Start Today
――Please tell us about your vision for the future.
We don’t want Toiro to be just a temporary project; we aim to build an organization that will last 10, 20 years. Even if we can’t undertake large-scale work, we can continue supporting the aspirations of people engaged in meaningful social contributions through information dissemination.
Our outreach can spark connections, expanding new circles of support. We want to keep working, believing in this kind of “invisible yet certain change.”
――A message for readers who feel social contribution is too daunting.
People often think “social contribution” implies being incredibly conscious or idealistic. I myself used to receive reactions like “Why are you thinking about such high-minded stuff?” when I mentioned this to friends, and there was a time when I stopped voicing these thoughts. But it really should be simpler than that.
If you have that small, warm feeling — a desire to give back when someone helps you, or simply to do something kind for another person — that is already a wonderful form of social contribution. Don’t overthink it. Just cherish those gentle feelings inside you.
――Finally, please share a sentiment you hold dear.
In Japanese, “Toiro” comes from the phrase “juu-nin to-iro” (十人十色), which literally means “ten people, ten colors.” It’s a beautiful expression that celebrates the diversity of people, paths, and perspectives.
We chose this name because we wanted to create a place within Canada’s society, where diverse cultures and values coexist, where each person can connect with others while cherishing their own unique color.
We hope it will continue to be a place where our members and everyone involved can freely contribute, bringing their unique strengths.
And we wish for a world where society as a whole can believe in and express its own color.
We want to use the power of information to gradually move the world in a warmer direction.
Finally: Your “Warm Heart” is the First Step to Changing Society
Social contribution isn’t something reserved for a special few.
If you’re wondering, “What can I do?” — why not start by doing something kind for the people around you? That small, warm feeling can cause a chain reaction and spread through the power of information.
The future Toiro envisions is in the hands of each and every one of us. As more people connect with Toiro’s mission and join us on this journey, the world can become a kinder place.
