By Ayomide Otitoju
The University of Northampton’s Institute for Social Innovation and Impact (ISII) has highlighted the transformative role of the Canon Young People Programme (CYPP) in building youth confidence, resilience, and a sense of purpose across communities.
Marking its 10th anniversary, Canon EMEA’s Young People Programme — which harnesses photography as a medium for self-expression, storytelling, and social change — has been shown to create lasting positive impact on participants, partner organisations, and local communities across Europe, the Middle East, and Africa.
“At a time when young people face growing pressures, this research proves that creative empowerment can be a lifeline,” said Adam Pensotti, Head of the Canon EMEA Young People Programme. “For 10 years, we’ve seen how giving young people the tools and trust to tell their own stories can transform their lives and strengthen communities.”
Since its launch in 2015, CYPP has reached more than 10,000 young people in 36 countries, partnering with over 40 charities and community organisations. The programme provides training in visual storytelling and leadership, enabling participants to tackle local social and environmental challenges while exploring new career opportunities.
One of the programme’s alumni, Rifumo Mathebula, who now serves as Programme Director at Wild Shots Outreach in South Africa, shared his journey: “Before CYPP, I had never held a camera. The programme gave me a passion for storytelling and a purpose — to protect the natural world and empower others to do the same. Today, I’m helping young people living near Kruger National Park gain those same opportunities.”
Findings from the ISII evaluation show that:
Longer participation deepens impact, with participants reporting increased confidence, motivation, and adaptability over time.
Photography drives empowerment, giving youth a voice to highlight critical social and environmental issues.
Employability improves, as creative and analytical skills open doors in industries such as tourism, media, and conservation.
Communities benefit, as youth-led exhibitions foster dialogue and collective problem-solving.
Cross-sector collaboration thrives, with CYPP’s partnership model between corporations, NGOs, and academia recognised as a benchmark for sustainable social impact.
Professor Anne-Marie Kilday, Vice Chancellor and CEO of the University of Northampton, praised the programme’s measurable success: “In a world where youth confidence and wellbeing are paramount, CYPP stands out as a model for creative empowerment. This research provides a scalable blueprint for how corporate, non-profit, and academic partnerships can achieve real and lasting social change.”
Over the past decade, the Canon Young People Programme has emerged as a catalyst for creativity and empowerment — equipping a new generation of changemakers to tell their stories, advocate for their communities, and drive positive transformation through the power of photography.
