Canon Young 10 years./ PHOTO ; by Canon
A decade ago, Canon launched an experiment in empowerment, giving young people cameras and a platform to tell their own stories.
Today, that idea has evolved into a global movement, with independent research confirming that the Canon Young People Programme (CYPP) has transformed lives, nurtured confidence, and inspired social change across 36 countries.
Research by the University of Northampton’s Institute for Social Innovation and Impact (ISII) reveals the powerful role of initiatives such as CYPP in strengthening youth resilience, purpose, and community engagement.
As the programme marks its tenth year, the findings highlight its lasting influence on young people, local communities, and partner organisations.
At a time when many young people are grappling with pressure, uncertainty, and social inequality, CYPP offers a space for creative growth and self-expression.
The model is simple but effective: teach visual storytelling, equip participants with cameras, and connect them to mentors and community projects.
What begins as a creative exercise often evolves into a journey of personal discovery and leadership.
Empowerment Through Storytelling
“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,” recalled Rifumo Mathebula, a former participant who is now Programme Director at Wild Shots Outreach.
“I discovered I had a passion for storytelling and felt a responsibility to protect the natural world around me. Today, I’m teaching the next generation of young people living alongside Kruger National Park, giving them the same opportunities I received through CYPP. The programme gave me a voice, a purpose, and the belief that we can all be changemakers in our communities.”
Since 2015, more than 10,000 young people have taken part in the initiative across Europe, the Middle East, and Africa, working with over 40 charities and community organisations.
Through workshops, exhibitions, and local partnerships, participants learn to use photography to explore pressing issues from climate change and inequality to wildlife conservation and education access.
The ISII study confirms that CYPP’s greatest impact lies in its ability to build confidence and a sense of agency among youth.
Longer participation correlates with stronger gains in motivation, leadership, and adaptability. Many alumni go on to use their creative and communication skills to pursue further education, employment, or entrepreneurship.
A Model for Lasting Social Impact
According to Professor Anne-Marie Kilday, Vice Chancellor and CEO of the University of Northampton, the findings position CYPP as a model for creative empowerment that can be adapted globally.
“Over the last 10 years, the programme has delivered measurable and lasting change for its participants and their communities,” she noted.
“What’s most exciting is that this model for measuring creative empowerment can be scalable. It shows how corporate, non-profit, and academic partnerships can work together to create real social change.”
The study also highlights CYPP’s collaborative approach as a benchmark for effective youth engagement one that balances artistic skill-building with social purpose.
The programme’s structure enables young people not only to gain technical expertise but to channel creativity toward community-driven solutions.
The Road Ahead
As it enters its second decade, CYPP aims to deepen its reach by expanding long-term training, country-specific adaptations, and NGO partnerships.
The focus is shifting from one-off workshops to sustained engagement that nurtures ongoing leadership and innovation.
The research affirms what many participants have already experienced: when creativity is paired with opportunity, it becomes a powerful force for confidence and change.
Across continents, young photographers and storytellers who once doubted their voice are now reframing their world one image, one story at a time.
About the Canon Young People Programme:
The Canon Young People Programme uses the power of creative storytelling to give young people the skills and platforms to drive positive change in line with the UN Sustainable Development Goals.
Since 2015, CYPP has worked with over 40 NGOs and community organisations in 36 countries, engaging more than 10,000 young people.
About the Institute for Social Innovation and Impact:
Based at the University of Northampton, the ISII specialises in evaluating the social impact of organisations and programmes, helping them understand and maximise the value they create for individuals, communities, and society.
