Title	CANON TRUTHMARK
Brand	CANON
Product/Service	CANON R5 & R6
Category	G07. Corporate Purpose & Social Responsibility
Entrant	UNCLE GREY Copenhagen, DENMARK
Idea Creation	UNCLE GREY Copenhagen, DENMARK
Media Placement	UNCLE GREY Copenhagen, DENMARK
PR	UNCLE GREY Copenhagen, DENMARK
Production	UNCLE GREY Copenhagen, DENMARK

Name	Company	Position
Kasper Andkjær	Uncle Grey	Digital Director
Newsha Dalman	Uncle Grey	Account Manager
Valdemar Mühlhausen	Uncle Grey	Digital Strategist
Mads Alexander Nielsen	Uncle Grey	Art Director
Patrick Poulsen	Uncle Grey	Strategic Director
Clara Prior-Knock	Uncle Grey	Associate Creative Director
Thomas Rynkeby Knudsen	Uncle Grey	Motion Designer
Lars Samuelsen	Uncle Grey	Chief Strategy Officer
Johan Thrane	Uncle Grey	Digital Strategist
Pernille Tramp	Uncle Grey	Account Manager
Josephine Winther-Poupinel	Uncle Grey	Client Service Director

Why is this work relevant for PR?

Truthmark is a global database created to stop misuse of images to fuel fake news. Using Digital fingerprint technology professional photographers and photojournalists can attach their true stories to every image they upload – making sure that whenever their images travel, their stories follow. The database also provides journalists and the public with a tool to verify images before using them. The PR strategy was baked into the idea – touching upon an issue already on the cultural agenda. The initiative traveled fast, and professional photographers from all over the world (including USA, Israel, and Russia) added to the database.

Background

Canon Nordic needed to build upon their current platform: Live for the Story. But they needed a Nordic update that could make them increasingly relevant to professional photographers and photojournalists. The platform needed to be long-lasting, holding both branding activities and product communication – since they were about to launch two new cameras, the R5 and the R6, with a price point that was much higher than the entry-level cameras they used to feature in their communication. The brief was to create a branding activity to launch the new platform: Live for truth_ that would speak to and engage professional photographers and photojournalists – before Canon was able to communicate the launch of the two new cameras. Effectively we had to leverage Canons unique relationship with professional photographers and show them that Canon understood their world.

Describe the creative idea (20% of vote)

We launched a beta version of the site aimed at selected Canon ambassadors. The initiative was activated by three world-renowned and Pulitzer Prize-winning photographers, who had their images misused, encouraging other photographers to join the fight. The website/digital tool ran alongside campaign visuals and a video for social starring the three hero-photographers, who all had their images misused. The campaign assets and website were launched on 23.07.20. The campaign assets are still live, and the database will continue to exist and grow as an ongoing initiative against fake news. What started as a regional initiative in the Nordics quickly turned into worldwide action as the international press picked up the tool – making Canon relevant within the pro community. The database continues to grow, and new possible extensions and collaborations are unfolding daily.

Describe the PR strategy (30% of vote)

The PR strategy was built on two tracks: --A Nordic track offering interviews with famous Norwegian photojournalist, Johnny Haglund. --An International track offering interviews with Pulitzer price and World Press Photo-winner, Ivor Prickett. From a carefully selected media list, the media in each Nordic country received localized press releases aiming to place interviews with hero-photographers and bring the message through the media to the public. Each media list was built from bigger daily news and trade. The key message: "new initiative aims to reduce press photos in fake news" was presented in the press release talking about how press photos have been used to fuel fake news. After the distribution of press releases, we followed up with tier-1 media, to secure bigger articles in each Nordic country. The Nordic Campaign was also shared with international media aiming to tap into the subject of fake news globally offering an actual solution.

Describe the PR execution (20% of vote)

We created a press release and media list for each country. The press release introduced the new initiative based on cases where press photos were used to fuel fake news. Quotes from photojournalists were integrated, addressing their frustration over the exploitation of their images. The press release was localized and distributed in each Nordic country and the English version was distributed globally. A thorough follow-up allowed us to talk to the media about the problem with images fueling fake news while offering the media a solution to the problem. For trade media, we sourced a press photographer who related to the problem and therefore wanted to (or already) take part in the fight against fake news globally. We created a reach of over 50 million globally in both TV, print, online, and radio. And we received a lot of great feedback from the media supporting this initiative.

List the results (30% of vote)

Truthmark was first targeted towards Canon photographers but opened up, and the initiative has received an immediate response from the photographic community. The database now features images from photographers in countries all over the world including Israel, Russia, and The United States. The initiative also caught the eye of photographers and international media and is endorsed and recommended by the Press Photographers Association. The newly launched R5 and R6 cameras from Canon's pro range received immediate attention upon launch, and Canon became relevant to a target group they had neglected. Key results: 50+ million reached 15+ million views 100+ international media pick-ups Marketshare increased from 26% to 33,5% Sales index: 172 (Year-on-Year) In 2018 Canon introduced their first mirrorless camera. By the end of 2020 Canon was number one in the mirrorless category for the first time.

Please tell us how the brand purpose inspired the work

In order to help Canon connect with the best professional photographers around the world we needed to establish a higher sense of purpose for the brand. The Truthmark initiative was a bold move to tackle one of the most pressing issues for professional photographers - the credibility of their photos. The Live for the Truth platform became a purpose-led project creating a utility that would enabling photographs to infuse their imagery with a digital blueprint - making sure that the original intent of the photo was kept intact for the viewer. The initiative has spurned a great response from the professional community positioning Canon as a brand that understands and connecting with the most prominent media outlets in the industry.