As Canon EMEA celebrates the 10th anniversary of its Young People Programme (CYPP), new research from the University of Northampton’s Institute for Social Innovation and Impact (ISII) highlights the initiative’s powerful impact in rebuilding youth confidence, resilience, and sense of purpose across the world.
The study reveals how the Canon Young People Programme — which uses photography as a tool for self-expression, storytelling, and social change — has transformed lives over the past decade. Since its launch in 2015, the programme has engaged over 10,000 young people across 36 countries in Europe, the Middle East, and Africa, partnering with more than 40 charities and community organisations.
“At a time when many young people are facing immense pressure, this research shows that creative empowerment can be a lifeline,” said Adam Pensotti, Head of the Canon EMEA Young People Programme. “When you give young people the tools and trust to tell their stories, they can transform their lives and their communities.”
The report notes that participants gain not only technical photography skills but also confidence, leadership ability, and employability. Many alumni have gone on to become community leaders, educators, and entrepreneurs — using visual storytelling to shed light on social and environmental challenges.
One such success story is Rifumo Mathebula, a CYPP alumnus from South Africa who joined through Wild Shots Outreach:
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“Before CYPP, I had never held a camera. The programme helped me discover a passion for storytelling and conservation. Today, I teach other young people living near Kruger National Park, giving them the same opportunities I had,” he said.
According to the ISII evaluation, longer participation in the programme leads to greater impact — boosting confidence, motivation, and adaptability. It also found that CYPP’s partnership model between corporations, NGOs, and academia serves as a benchmark for effective social impact initiatives.
Professor Anne-Marie Kilday, Vice Chancellor of the University of Northampton, praised the programme’s measurable success:
“CYPP has delivered lasting change for young people and their communities. This model of creative empowerment could serve as a blueprint for future collaborations between corporate, non-profit, and academic institutions.”
Looking ahead, Canon plans to deepen its impact through longer-term projects, country-specific adaptations, and expanded NGO training, ensuring the programme continues to inspire and empower the next generation of changemakers.