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Christmas Technology Canon

Canon urges people to boycott the selfie this Christmas as part of #selfieless campaign encouraging altruism


By Tony Connelly, Sports Marketing Reporter

December 4, 2016 | 3 min read

Canon is tapping into the goodwill nature of the Christmas period with a new social campaign attempting to inspire a " a generation obsessed with self-expression" to turn their cameras around and capture moments of selflessness.



The camera specialist has appointed digital creative agency Possible to lead it's 'Selfieless' campaign which tasks people with carrying out a selfless act and capturing it on camera before sharing it on social with #selfieless and challenging friends to do the same.

To kick start the campaign, Canon has donated 1 million Euros to the Red Cross and is encouraging staff to get involved in the altruistic drive by volunteering, donating or even just simply reaching out to someone in need.

Lee Bonniface, marketing director of Canon Europe, said: “The festive season is a time for giving back. A small act of kindness can make a huge impact, especially at Christmas. It seemed fitting to invite people to use their cameras to share a feeling of goodwill this year. It is the most photographed time of the year after all.”

Neil Miller, chief executive at Possible, added: “This is a social first campaign with a lovely sentiment at its heart. Canon isn’t asking people to donate money or promote their brand, they’re encouraging people to be kind and do something nice for someone else. It doesn’t have to cost a penny and can make a big difference. We’re delighted to have been involved and look forward to seeing the movement take off.”

Possible have worked with Canon since 2010 and will lead the new strategy, concept and digital development across all 28 markets within the EMEA region.

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