Canon turns its lens on Singapore’s unsung heroes

Canon Singapore is putting everyday acts of kindness in focus with the next phase of its #iamkyosei campaign, inviting people in Singapore to nominate the unsung heroes making a difference in their communities.

Running from 1 October to 31 December, the campaign asks members of the public to share an original photo or short video on Instagram introducing someone whose kindness, resilience or dedication has positively impacted those around them.

The initiative builds on Canon's corporate philosophy of "Kyosei", which centres on living and working together for the common good. While earlier phases of #iamkyosei introduced the philosophy, the latest chapter looks to make the idea more tangible by spotlighting how it shows up in everyday life.

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To participate, nominators are asked to share the story behind their nominee's actions, tag the individual and Canon's newly launched @canonkyoseiasia Instagram page, and use the #iamkyosei hashtag.

The campaign taps into peer recognition as a way of encouraging a broader culture of giving and care. Canon pointed to findings from the National Giving Study 2025, which highlighted the role of peer networks and role models in encouraging and reinforcing volunteerism.

Canon is also bringing local creators and community organisations into the campaign to extend its reach. Personalities including Preeti Nair, Ng Yi Yang, lewloh, Zaihar, Jie Hao, Cheryl Tay, Yip Pin Xiu, Melissa Lam and Fauzi Azzhar will share their own stories and encourage their followers to take part.

Meanwhile, community partners including the Singapore Bowling Federation, National Volunteer And Philanthropy Centre through its BAGUS Together programme, Tower Transit Singapore, YMCA and APSN will help surface individuals and stories from within their networks.

The campaign will select three winning nominator-nominee pairs each month, with the monthly winners going on to contend for a grand prize. Their stories will also be explored through follow-up content in January 2027, when the overall winners will be revealed.

Alongside the social campaign, Canon plans to introduce an interactive "Find your Kyosei" personality quiz on its campaign website. Through questions about everyday habits and activities, users will be matched with a persona reflecting how they contribute to the common good.

The latest phase continues Canon's efforts to translate its long-standing Kyosei philosophy beyond its business operations and into community engagement. The company said the philosophy also informs areas including its imaging technologies, business solutions and employee volunteerism.

"For Canon, Kyosei is far more than a corporate philosophy. Rather, it is a lived experience demonstrated everyday by ordinary individuals who uplift the communities around them," said Toshiyuki (Tiger) Ishii, president and CEO of Canon Singapore.

"Our lives are surrounded by unsung heroes whose everyday acts of empathy, kindness, and resilience often go unnoticed," he added. "Through the #iamkyosei initiative, we are turning a spotlight toward these champions, providing a platform to honour their contributions, elevate their stories, and inspire a collective movement of positive action across our community."

The community-focused push follows another recent campaign from Canon aimed at encouraging creative exploration. Last month, the brand launched "Created to explore" alongside the Singapore debut of the EOS R8 Mark II, encouraging creators to see familiar surroundings in new ways.

The campaign positioned the camera as a tool for experimentation rather than simply an upgrade for existing photography enthusiasts, targeting a broader generation of visual storytellers including social-first creators. It highlighted built-in creative functions that allow users to experiment with colour, visual effects and cinematic looks directly in-camera, reducing the reliance on post-production.

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