Nurturing H3ROES: Canon and NEA to instill 3Rs targeting 45,000 youths

In conjunction with Clean and Green Singapore 2012, Canon and the National Environmental Agency (NEA) roll out an extensive five-year youth outreach programm

Canon and the National Environmental Agency (NEA) today announced the H3ROES Green Initiative, which aims to educate and empower Singapore youths with practical knowledge on waste minimization and management. To kick-start this initiative, 77 outstanding student leaders from 22 secondary schools were handpicked to undergo a rigorous and structured 6-month training programme. Upon completion of the programme, they are expected to put their knowledge to practical use in their schools and communities by initiating measurable environmental outreach programmes focusing on the 3Rs of Reduce, Reuse and Recycle.

“Canon is proud to conceptualize, design and spearhead this initiative with NEA. We believe that environmental consciousness and action should start from young, and H3ROES would be the ideal platform to create this opportunity for the next generation,” said Mr. Satoshi Kimura, President & CEO of Canon Singapore Pte Ltd. “H3ROES aligns with our corporate philosophy of kyosei, which means living and working together for the common good. With H3ROES in action, Canon looks forward to further contributing to preserving the clean and green Singapore environment,” he added.

Youths as change agents

The six-month long training programme begins with a 5-day training programme in late October and early November, which will teach the students conservation concepts through hands-on learning. Held at the Sustainable Living Kampung at Bottle Tree Park, the training programme consists of a 3-day experiential camp (2 to 4 November 2011) that aims to give the students a refreshed perspective on environmental sustainability and waste management. Through training, these students will be given the opportunity to discover the change agent in themselves, and be propelled forward to the goal of influencing their peers towards sustainable living.

The ‘hands-on’ environmental education is also designed to bridge the emotional link between Mother Nature and the students’ urban lifestyles.

To facilitate the students’ outreach to their peers and communities, the programme will incorporate training on the strategic use of social media, photography, measurement tools and design thinking. These skills will empower the students in the design and promotion of measurable and effective recycling initiatives within their schools and communities.

Moving forward

Upon completion of the training, the 77 students across the 22 schools will be grouped into teams to embark on recycling outreach projects between December 2011 and April 2012. Sharing sessions will be held in February next year for the teams to exchange ideas with a team of judges from NGOs and interest groups, who will then shortlist the best projects and award the top three teams in May-June 2012. To ensure sustainability of efforts, the schools involved will implement each year’s projects continuously for the entire five-year collaboration period and beyond. H3ROES 2011 alumni will also be involved in designing and implementing 2012’s training programme with Canon and NEA. In addition, to sustain and build the strength of the alumni, quarterly networking and bonding sessions will be organized. (Refer to ANNEX A for more details on the H3ROES programmes.)

CEO of National Environment Agency, Mr. Andrew Tan, sums up the collaboration, “In support of national recycling efforts and NEA’s ‘Keep Singapore Clean’, which encompasses various community-led initiatives to keep Singapore clean and green, the H3ROES initiative will go a long way towards cultivating the recycling habit in our youths from young. By actively practising the 3Rs of reducing, reusing and recycling, the amount of waste disposed will be minimised, leading to less litter and a cleaner and greener environment.”

The public can track the progress of the training and projects at

About Canon Singapore Pte Ltd

Canon is a global leader in photographic and digital imaging solutions. Canon Singapore Pte Ltd is the headquarters for South & Southeast Asia driving sales, marketing and service strategies. Besides handling the domestic market, the company leads 18 other countries including subsidiaries in India, Malaysia, Thailand and a representative office in Vietnam. The parent company Canon Inc has a global network of more than 200 companies and employs more than 160,000 people worldwide. It is dedicated to the advancement in technology and innovation and commits about 10% of its total revenue each year to R&D. Canon is consistently one of the top few companies to earn the most number of patents over the last 18 years. As a Fortune Global 500 company, Canon is guided by its kyosei philosophy that focuses on living and working together for the common good. More information is available at

About the National Environmental Agency

Formed on 1 July 2002, the National Environment Agency (NEA) is the leading public organisation responsible for improving and sustaining a clean and green environment in Singapore. The NEA develops and spearheads environmental initiatives and programmes through its partnership with the People, Public and Private sectors. It is committed to motivating every individual to take up environmental ownership and to care for the environment as a way of life.

By protecting Singapore’s environment from pollution, maintaining a high level of public health and providing timely meteorological information, the NEA endeavours to ensure sustainable development and a quality living environment for present and future generations.

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