KUALA LUMPUR: Canon gave new meaning to the term "photo-synthesis" recently. It is a special moment for the "green movement". Workers of the company, which specialises in photographic and digital imaging took to the streets of the city to launch its "Canon Goes Green" campaign and demonstrate its commitment towards the environment. Dubbed the "Green Walk", the event was led by three young local environmentalists, known as "the environMENTALS."

They performed random public acts meant to underscore the importance of caring for the environment. The trio captured the attention of passersby by "driving" around in a cardboard car, splashing removable green paint on things deemed to harm the environment, and calling attention to litterbugs. "Today's launch serves as an invitation to the public to be part of our movement. Remember... little acts can make a difference," said Canon Marketing (Malaysia) chief executive Liew Sip Chon.

"We hope this campaign will shift the attitude of our community, bring in urgent focus to saving the environment for our future generation and deliver the message that individual contributions matter," he added. The pulse of Canon's new initiative is the website www.canongoesgreen.com, which is an interface between Canon and the public to fulfill a tree planting pledge undertaken by Canon. As part of the campaign, Canon has promised to sponsor the planting of 2,500 trees in the Klang Valley to replenish the environment. Canon has invited photo contributions of the environment and natural surroundings from the public, which will be posted on the new website. Each picture submitted will earn a tree for the environment. The 2,500 trees will be planted at several green lungs in Padang Kota Damansara, a reserve area in the Klang Valley, on Oct 19. The effort will be carried out in association with Petaling Jaya City Council and Global Environment Center.