Digital cameras are one of the best ways for people of any age to freely express themselves. By using digital cameras with the PHOTO KIDICTIONARY microsite, Canon activated Hong Kong kids to use their imaginations and share with family and friends. This public display of creativity became its own catalyst for a change in societal expectations of how kids should learn.

Canon’s corporate philosophy is kyosei – a commitment to helping all people harmoniously live and work together in happiness. At the heart of the PHOTO KIDICTIONARY experience is Canon actively helping kids find their creative potential as fully rounded individuals.

Participation was 150% more than previous Canon photo competitions.

During the promotion period 64.3% of site visitors were new; 35.7% were returning visitors; 52.9% viewed more than one page; over 50% of visitors joined the competition

The creativity of the kids’ ideas and photography were publicly and socially applauded.

The kids’ work went viral on facebook and parents’ forums.

Free earned media topped HK$1,000,000.

30 Hong Kong schools have started using the PHOTO KIDICTIONARY as a teaching tool.

A social movement has started in a culture ingrained in control.