Social Experiment | Online Video | In-Store Activation
Motivate Hong Kong Students to Express Genuine Emotions In Photos
Background
In 2017, the South China Morning Post reported that the phenomenon of "monster parents" was worsening, which was 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 created a four-minute online video documenting a photo session, which includes a behind-the-scenes segment revealing the suppressed side of children to their parents. The video concludes with a call-to-action message.
This photo session, known as the "It's Okay Charity Photo Session" for students, was hosted by Canon and supported by the Canon Pro Ambassador Brian Ching. The VIP sessions were fully booked within four days.
Despite the popular belief that Hong Kong audiences prefer short-form or entertaining social content, our four-minute documentary-style video reached almost 300,000 views on Facebook within a week.
“It’s perfectly fine to let your emotions show. Allow yourself to laugh out loud when you’re filled with happiness, and don’t be afraid to shed a tear or two when you’re feeling sad.”
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.