Social Experiment | Online Video | In-Store Activation
Canon encourages students to express their genuine emotions.
Background
In 2017, The South China Morning Post reported that the phenomenon of "monster parents" was worsening, affecting the mental health of youngsters in Hong Kong. Experts warned about the consequences of this trend.
However, many students facing academic and familial pressures choose not to talk about their struggles. As they grow up, they become even more reluctant to express their emotions, even with their loved ones.
"It's Okay Charity Photo Session" for Students
Canon has launched a special charity photo session named "It's Okay" to raise awareness about the importance of expressing one's emotions and thoughts. This initiative encourages students to open up and talk about their feelings instead of posing for a picture with a fake smile.
The aim is to empower young people to embrace their emotions and feel comfortable expressing themselves.
A Social Experiment
We have produced a four-minute online video that captures a photo session featuring a young photographer Kelvin Lau. The video includes a behind-the-scenes segment showing the hidden side of children to their parents. At the end of the video, there is a call-to-action message.
This photo session, named the "It's Okay Charity Photo Session" for students, was organized by Canon and supported by Canon Pro Ambassador Brian Ching. The VIP sessions were fully booked within four days.
Contrary to the common belief that Hong Kong audiences prefer short and entertaining social content, our four-minute documentary-style video garnered nearly 300,000 views on Facebook within a week.
“It’s completely okay to let your emotions flow. Feel free to laugh out loud when you’re brimming with joy, and don’t hesitate to shed a tear or two when you’re feeling down.”
Through the "It's Okay" campaign, Canon aims to remind individuals, especially children, that there are no right or wrong emotions and that it is crucial to learn how to express our feelings comfortably.
Canon's "It's Okay" campaign seeks to empower individuals, especially children, by emphasizing the importance of expressing emotions comfortably. The campaign underscores that all emotions are valid, fostering a supportive environment for emotional expression.