Expanding Canon’s African Footprint

Miraisha’s expansion in Senegal builds on Canon’s decade-long commitment to blending innovation with tangible community impact across Africa. Through this initiative, vulnerable youth and NGO staff gain access to hands-on training, mentorship, and real-world platforms that nurture creative expression and strengthen skills in photography, videography, and visual storytelling. Rashad Ghani, B2C Business Unit Director at Canon Central and North Africa, said, “Across Africa, young people are creative, resourceful, and driven to share their own stories. Our responsibility is to equip them with the tools, skills and confidence to transform that potential into sustainable livelihoods. Turn those talents into livelihoods Senegal is a key market for us, and this partnership reinforces our long-term commitment to advancing youth employability while empowering organisations to amplify their impact through compelling visual storytelling.”

Miraisha in Motion: Youth Creativity Meets Opportunity

Rooted in Canon’s philosophy of Kyosei, living and working together for the common good. The Miraisha initiative equips young people aged 18–35 with practical training in photography, videography, and digital storytelling. By combining technical expertise, mentorship, and real-world experience, the programme transforms creative potential into tangible career pathways and sustainable opportunities. This partnership serves as a natural extension of the mission of SOS Children’s Villages in Senegal. Since the mid-1970s, the NGO has supported children and youth with care, education, and community support across eight regions, emphasising the importance of developing employable and creative skills for resilience and independence.

Programme Highlights

Designed to deliver measurable long – term impact, the partnership provides targeted training and mentorship for youth and NGO staff. SOS communications teams will participate in an intensive three-day workshop focused on advocacy-driven photography and videography, strengthening their ability to communicate impact through powerful visuals. Youth workshops in Dakar and Kaolack will host 20–25 participants at each site, by the end of the training two chosen students will go on to receive a three-month mentorship with a dedicated Canon trainer to further enhance their skills.  To ensure sustainability, photography clubs across SOS Children’s Villages sites will be established to encourage peer learning, creative collaboration, and continuous skills development.

“This partnership empowers vulnerable youth by giving them more than just technical skills – it gives them confidence and a voice,” said Papa Daouda Diop, National Director of SOS Children’s Villages in Senegal. “Visual storytelling is crucial for our advocacy and fundraising, helping us share the realities our children face and the progress they make. Beyond stronger communications, these skills open new opportunities for employment and independence.”

Building on Proven Success Across Africa

The expansion of Miraisha in Senegal builds on a decade of transformative impact across Africa, where the programme has equipped thousands of young people in photography, videography, and digital storytelling. In Kenya, workshops at KCA University have enabled students to transition into freelance careers and creative entrepreneurship. In Nigeria, street photography sessions in Lagos enabled participants to build professional portfolios that led to paid assignments. In Morocco, collaboration with SOS Children’s Villages strengthened NGO communication channels while opening freelance opportunities for youth. These success stories demonstrate how Miraisha consistently translates creative skills into livelihoods and stronger community communications. Collectively, these success stories highlight Miraisha’s consistent ability to convert creative talent into sustainable livelihoods while strengthening how communities and organisations share their stories.

Senegal: A Strategic Focus Market

With over half its population under 25, Senegal faces both promise and challenge. Only 48.2% of youth participate in the labour market, compared to 69% of adults, reflecting persistent barriers to employment and limited access to practical training and skills in the creative industries. NGOs and community groups also require stronger communication tools to advocate and engage donors. Canon’s investment in Senegal directly responds to these interconnected needs, reinforcing the country’s strategic importance as a priority market for its social impact initiatives in 2026.

Looking Ahead

Canon’s partnership with SOS Children’s Villages Senegal underlines its ongoing investment in the country’s youth and creative industries. As Miraisha grows in West Africa, Canon aims to serve as a driver of community skills and empowerment. By enabling young people to tell their own stories through visual storytelling, the company is helping unlock pathways to economic opportunity while advancing meaningful social impact across the continent.

The campaign, executed in Lagos State for Schweppes, represents the first time a Google-based enterprise media buying platform has been used to deliver a pDOOH campaign at scale in Nigeria. It also marks Polygon’s first fully realised campaign in the market, following a series of earlier test runs.

At the centre of the campaign is a highly localised dynamic creative optimisation (DCO) approach, which sees the development of more than 500 unique creative executions, each tailored to the precise location of a billboard and its surrounding retail environment. Consumers are served context-specific messaging that directs them to nearby Schweppes stockists, with copy dynamically calling out store names and proximity – for example, “Get yours at Sessy and Folly Enterprises – just 140m away!”

Says Remi du Preez, Managing Director at Polygon: “This campaign is an exciting example of where the medium is heading in Africa, as we move beyond static messaging into something far more responsive and relevant.”

The campaign is currently live across Lagos, with screens strategically positioned in high-traffic roadside environments. Polygon’s infrastructure enabled the geofencing of retail locations within a defined radius of each screen, ensuring that messaging remained locally relevant and actionable. The campaign roll-out also saw the use of one of West Africa’s largest digital screens – a 600sqm large-format site – creating an even greater sense of presence for the brand.

Beyond its immediate impact, Du Preez says the campaign serves as a broader proof point for the African market. “Programmatic DOOH in Africa is now fully operational, scalable and delivering at a global standard. What we’ve demonstrated here is that markets like Nigeria can support geo-targeted, data-driven, dynamic campaigns in the same way more mature markets do. The infrastructure works.”

He adds that unlocking new markets often depends on early adopters willing to test and learn, but that success tends to accelerate momentum quickly. “In every new market, you need a client that’s willing to lead. Once that first campaign proves itself, confidence follows – and we’re already seeing increased interest from advertisers looking to enter the Nigerian pDOOH space.”

Polygon currently has access to the majority of roadside DOOH inventory in Nigeria, spanning key urban centres including Lagos, Abuja, Port Harcourt, Ibadan and Kano,  positioning the network to scale future campaigns rapidly.

Du Preez says that this latest campaign forms part of Polygon’s broader strategy to build a unified DOOH ecosystem across Africa, offering advertisers a single point of entry into a fragmented but rapidly evolving media landscape.

“And now – by linking media exposure to real-world proximity and behaviour – we’re moving closer to bridging the gap between brand and performance in OOH, which is something advertisers have wanted for years,” concludes Du Preez.