As global pressures mount on today”s youth, new research from the University of Northampton”s Institute for Social Innovation and Impact (ISII) highlights the transformative effects of initiatives like the Canon Young People Programme (CYPP) in bolstering confidence, resilience, and a sense of purpose among young individuals. In celebration of the 10th anniversary of CYPP, which utilizes photography as a medium for self-expression and social change, this research underscores the program”s substantial and enduring influence on young people, communities, and affiliated organizations worldwide.
“In an era where many young people face numerous challenges, this research confirms that creative empowerment can serve as a crucial support system,” stated Adam Pensotti, Head of the Canon EMEA Young People Programme. “Collaborating with Northampton University, we have uncovered the extensive impact of initiatives such as CYPP. Over the past decade, the program has demonstrated that by equipping young people with the necessary tools, skills, and trust to narrate their own stories, they can positively transform their lives and their communities. This not only fortifies communities but also inspires the next generation of leaders.”
Since its inception in 2015, CYPP has reached more than 10,000 young individuals across the EMEA region, collaborating with over 40 charities and community organizations in more than 36 countries.
Voices of Change
Participants have described their experiences with CYPP as life-altering. Rifumo Mathebula, a program alumnus and current Program Director at Wild Shots Outreach, shared, “When I first joined the Canon Young People Programme through Wild Shots Outreach, I had never held a camera and knew almost nothing about conservation. I discovered my passion for storytelling and felt a duty to protect the natural world around me. Today, I”m teaching the next generation of young people living alongside Kruger National Park, providing them with the same opportunities I received through CYPP. The program gave me a voice, a purpose, and the belief that we can all be changemakers in our communities.”
Through visual storytelling and skill development, CYPP empowers young participants to tackle local social and environmental issues, enhance their leadership skills, and explore potential career paths. Alumni from the program have emerged as community advocates, entrepreneurs, and catalysts for change. An independent evaluation by ISII confirms that:
- Longer participation correlates with greater impact: increased engagement in CYPP leads to enhanced confidence, motivation, and adaptability among participants.
- Photography as a tool for empowerment: participants utilize visual storytelling to address social and environmental concerns within their communities.
- Enhanced employability: skills in photography and critical thinking facilitate new career opportunities in various fields, including creative industries, tourism, and conservation.
- Community ripple effects: youth-led projects and exhibitions foster dialogue, strengthen community ties, and address local issues.
- Collaborative success: the partnership model of CYPP, which engages corporations, NGOs, and academic institutions, serves as a benchmark for effective social impact initiatives.
“In a global landscape where youth confidence and wellbeing are paramount, CYPP stands out as a validated model for positive empowerment,” remarked Professor Anne-Marie Kilday, Vice Chancellor and CEO of UON. “Over the past decade, the program has produced measurable and lasting changes for its participants and their communities. Excitingly, this research indicates that the framework for evaluating creative empowerment can be both measurable and scalable, a challenge many social impact initiatives face. We believe this can provide a roadmap for how partnerships across corporate, non-profit, and academic sectors can effect genuine, lasting social change, thus broadening opportunities for a larger demographic of young people.”
Future Directions
As CYPP approaches its second decade, Canon is contemplating:
- Long-term interventions to enhance impact.
- Country-specific adjustments to meet local challenges.
- Expanded training for NGOs to disseminate best practices globally.
Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).
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About Canon Central and North Africa: Canon Central and North Africa (CCNA) is a division of Canon Middle East FZ LLC, a subsidiary of Canon Europe. Established in 2016, CCNA aims to enhance Canon”s business presence in the African market, demonstrating a commitment to meet customer needs in a rapidly evolving landscape. With over 100 employees, CCNA oversees sales and marketing efforts across 44 African countries.
Canon”s corporate philosophy, Kyosei, emphasizes “living and working together for the common good.” CCNA is dedicated to sustainable business growth and reducing environmental impact while assisting customers in achieving similar goals through Canon”s products and services.
For more information, visit www.Canon-CNA.com.
About the Research: The evaluation, led by Professor Claire Paterson-Young and Dr. Michael Maher at the University of Northampton, employed a mixed-methods approach to assess the social impact of the Canon Young People Programme. Qualitative data was gathered from focus groups with stakeholders, organizational leaders, and young people, while quantitative data was collected via an online questionnaire. Findings were analyzed thematically and statistically across three key areas: the impacts on individuals, communities, and organizations.
About the Canon Young People Programme: The Canon Young People Programme harnesses the power of creative storytelling to equip young individuals with the skills and platforms necessary to drive positive change, aligned with the UN Sustainable Development Goals. Since 2015, CYPP has collaborated with over 40 NGOs and community organizations in 36 countries, engaging more than 10,000 youth.
About the Institute for Social Innovation and Impact: The ISII, based at the University of Northampton, specializes in evaluating the social impact of organizations and initiatives, assisting them in maximizing their contributions to individuals, communities, and society.
