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Dream Gap: Girls’ Day 2024 at Fujifilm HQ

Can you separate dreams…by gender? In childhood, we see the world is literally ours for taking. We dream of being presidents, scientists, astronauts, and see no boundaries to make it happen. Everything’s possible. Until someone makes us think it isn’t. All of a sudden, a strange, huge gap appears, diving jobs into stereotypically girls’ and boys’ “proper choices”. So, at which point does everything change?

A mind-blowing study, published in Science, showed that by age 6, girls were already less likely than boys to believe that members of their gender are “really, really smart”, lumping more boys into this category. Exposed to gender-related bias early in development, girls start believing that they may work hard but are not naturally really smart. Add to this the fact that girls are three times less likely to be given a science-related toy, or that parents are twice as likely to google “is my son gifted?” than “is my daughter gifted?”.

These stereotypes discourage girls, making them opt out of majors like physics or programming, despite having high grades. They stop pursuing academic paths and thinking of a scientific career in technology, engineering, math, or hinder their success in the field. Despite the progress made in recent years, still less than 30% of researchers globally are women.

To close the gap, we need to empower girls from an early age, making them believe again that everything is possible, showing them female leadership in STEM fields and the story behind it, introducing them to innovative technologies and exciting possibilities they open. It’s also about creating opportunities and supporting dedicated initiatives.

Girls’ Day is a nationwide orientation day in Germany for young girls, which helps them get to know various career and study opportunities in fields such as IT, crafts, natural sciences, and technology, where the proportion of women is less than 40%. It’s also a great opportunity for them to meet female role models in leadership positions.

On April 25th, for the second time, we welcomed 12 girls, aged between 11 and 16 at our Fujifilm Europe HQ in Ratingen. Committed to women’s empowerment, we were happy to introduce to them the extensive range of our cutting-edge technologies, showing how our photography and film technologies found their way into other industries and how exciting it can be to be a part of the healthcare and science industries. Our guests also got a chance to see what’s possible with our X-Ray machines and see firsthand how it works. Armed with our INSTAX cameras, all girls could capture their experiences and create lasting memories getting shots to remember.

At Fujifilm, we are committed to fostering diversity and inclusivity, and events like Girls’ Day are just one way we strive to inspire the next generation of women in these fields. Can’t wait to welcome a new group of talented girls next year, so we are already looking forward to the next Girls’ Day!

Fujifilm CodeBlue: Supporting life-saving work with IT solutions

COVID-19 has become a serious global challenge that has tangibly changed the shape of societies and work environments all around the world. But it has also become a wake-up call that has shown just how invaluable access to real-time data can be, especially when it comes to critical care and life-saving services.

Since most EU countries urged workers to stay at home, setting up long-term lockdowns and restrictions, companies faced an urgent need for quick digital solutions that would facilitate their operations and keep them on track. So did Presbyterian Support Northern (PSN).

PSN is a health and social service organisation that provides practical and compassionate support to New Zealanders. One of their services, Lifeline Aotearoa, runs a 24-hour crisis helpline, providing support to people in distress, including those at high risk of suicide. In 2020, in response to the pandemic, the New Zealand government declared a national lockdown, forcing all employees to stay home. The PSN and its mental health helpline service team had only 48 hours to find and set up a quick and effective digital solution for remote working so that they could continue to help people needing mental and emotional support.

“Before COVID, we supported about 8,000 calls every month. And since COVID, we’re now supporting 10,000 calls a month. And we support about 15 to 25 people every day that are at high risk of self-harm,” Helena de Fontenay, Lifeline Aotearoa, a service of Presbyterian Support Northern.

For Fujifilm CodeBlue, it became a priority to effectively address this challenge, as they witnessed its magnitude. For almost 20 years, they’ve been helping businesses throughout Australia and New Zealand access affordable and forward-thinking technology solutions – from managed IT services and cloud solutions, to video conferencing and project management – to help them work smarter and more efficiently.

The company has already been providing IT support to the PSN Lifeline team for some time, but this case was especially urgent. After the lockdown, there was a huge increase in calls, and the Lifeline team could not work from home. Fujifilm CodeBlue had to quickly provide a remote working environment that allowed the team to access their systems and collaborate with the same level of flexibility that they would have from the office. It allowed to respond to calls and texts around the clock and ensured secure communication for the staff and people calling the helpline.  

“During lockdown we had a call from a young lady who was having thoughts of wanting to hurt herself or self-harm. And she really didn’t see what her value was in this world. Through talking to her, we could find what was important to her. And what was important to her was her peers at school, and that she brought a shining light to them. Her self-harming or not being here anymore meant that shining light wasn’t going to be there. Finding that meant that the thoughts around self-harm or ending her life had faded. And every call like that means that we can support someone that needs us,”Daniel Mclvor, Fujifilm CodeBlue New Zealand.

Read the full story here.

Fujikina 2024: the unique experience of digital photography

Greetings, photography lovers! We are thrilled to invite all those passionate about digital photography to join us next Saturday at FUJIKINA Berlin 2024. Set against the historic backdrop of the Telegraphenamt in the heart of Berlin, this event promises to be a unique experience as for beginners and ambitious semi-professionals so for seasoned experts.

Here, you can discover the latest innovations in the photo and video industries. We are bringing the complete range of our X and GFX series, from mirrorless system cameras to the most advanced lenses, and versatile accessories. Recently, we’ve introduced to the world our highly anticipated X100VI premium compact camera, and you may be among the first to experience it up close.

What else?

Live talks

Network with the experts at exciting live talks throughout the day and dive into discussions that will fuel your passion for photography. You’ll get valuable personal insights from world-known photographers Annika and Mathias Koch, Elke Vogelsang, Martin Krolop, Bernd Ritschel, Stephan Wiesner, and many others.

Live shootings

Be a part of the photography art in action with captivating live shootings by talented photographers such as Ines Thomsen, Thomas B. Jones, Anna Cor, Michael Damböck, and Chris Keller. This is the perfect place and time to learn and be inspired.

Touch & Try

Are you thinking about a Fujifilm camera or lens? Then don’t hesitate to take advantage of our free loan service. During the event, you can test our equipment and get hands-on experience trying it in work at dedicated workshops. Don’t forget to bring a valid form of ID or passport for the rental service!

Check & Clean

Have you been using Fujifilm equipment to capture amazing moments? Enjoy a complimentary service check at the event. This includes external cleaning, functional checks, sensor cleaning for system cameras, and firmware updates.

Photo walks & Workshops

Take part in our free photo walks, led by professional photographers such as Lisa Schrötter and Peter Fauland. Sign up on-site to secure your place and get ready for an intensive skill boost. You will also dive deeper into photography with our workshops led by experts such as Prof. Stefan Finger and Eugen Kamenew. Limited places are available, so stay tuned for separate details on how to book.

GFX Gallery

Take a look at the stunning visual creations of our talented artists in the GFX Challenge Gallery. Winners of the exclusive GFX Grant Challenge program – including David Gaberle, Katie Orlinsky, Kazuma Obara, Qingjun Huang, and Sharon Castellanos – will be showcasing their extraordinary projects.

Contest

Entering the X100 Photo Competition, you could win an exclusive X100VI Limited Edition. Show off your skills in landscape, portrait, architecture, or street photography – all genres are welcome. Submit your best photo by the 6th of April 2024 and impress us with your photographic skills!

Join us at FUJIKINA 2024 and celebrate the future of digital photography. Catch the moment, tell your story, and be creative!

The Photography & Video Show 2024: where creativity’s born

Whether you are a fully-fledged professional in photography and filmmaking or an absolute beginner passionate about moving visuals and content creation, the Photography & Video Show is where you had to be last week. It’s the largest UK event of its kind that every year gathers about 30,000 creative minds. Last Saturday, it once again opened its doors in Birmingham, and we were thrilled to see you at our booths at the National Exhibition Centre. 

With more than 250 exhibitors, including globally recognised brands, offering a wide range of accessories, printing solutions, albums, clothing, editing software, and training supplies, it was a great chance for our customers to try out and purchase the latest products and services, and discover new tools to support their business needs.

Endless Discoveries

Our visitors could test out cutting-edge equipment, or get personal hands-on experiences instead of online guesswork, compare, try, and make informed decisions investing in their creative endeavours. With over 350 seminars, live demos, tailored masterclasses, and workshops across six stages and theatres, they could network and learn from the industry’s foremost experts. We were happy to join the line-up and share useful professional techniques and insights about photography, filmmaking, and content craft.

Our Line-Up

Stay tuned as there’s more to come. See you there next year!

Capture the Beauty of Cherry Blossom.

It’s March, and you obviously enjoy the beauty of cherry blossoms in full bloom all around the city. So, if just like us, you’re itching to capture this vibrance and tenderness of spring colours, here is your short photography guide on how to ensure your cherry blossom images truly blossom.

Timing is everything

From the very first pink buds to the end of full bloom, cherry blossoms show a wide range of expressions. The colour of the petals evolves from a dark shade to pale pink, eventually fading to a whitish hue as the petals fall to the ground. To capture the essence, it’s best to focus on the period between the half bloom and the full bloom. During this period, flowers are usually at their most vibrant and visually appealing stage, and the petals are fully developed.

Kiichi Noro, X-T1 | XF55-200mmF3.5-4.8 R LM OIS | F16 | 1/60 sec. | ISO 400

You can experiment with different lenses, using telephoto or macro to zoom in on intricate details of overlapping blossoms. You can also explore different angles, for example, by incorporating elements such as a blue sky, mountains, or rapeseed flowers in the background.

Best times to shoot

The morning is considered to be the best time to capture cherry blossoms. Around 9:00 am, the sunlight hits the front of the petals. This creates a stunning effect.

Hitomi Komatsu, X-T1 | XF18-55mmF2.8-4 R LM OIS | F16 | 1/15 sec. | ISO 200

For a different atmosphere and unique perspectives, shoot in the evening, during the golden hour, or even at night.

Hitomi Komatsu, X-T1 | XF50-140mmF2.8 R LM OIS WR | F2.8 | 1/2700 sec. | ISO 800

Use a tripod to stabilise your camera when shooting at night. Nighttime generally requires slower shutter speeds, wider apertures, and longer exposure times to capture enough light in the scene. This combination makes the camera more sensitive to shaky hands and unintentional movement, resulting in blurry images. The tripod prevents any camera shake, so you can have crisp and clear photos.

Chiyo Yamaguchi, X-T3 | XF56mmF1.2 R | F2.8 | 30.00 sec. | ISO 500
Hitomi Komatsu, X-T1 | XF50-140mmF2.8 R LM OIS WR | F16 | 1/14 sec. | ISO 800

Set the mood with settings

To create the desired atmosphere, play with the white balance and exposure compensation settings. For example, on a cloudy day, set the white balance to “shade” and the exposure compensation to “+” to capture a natural look. Depending on the lighting conditions, experiment with different settings to achieve warm or cool tones.

Set the wide aperture to achieve a shallow depth of field. This will make the cherry blossoms in focus while blurring the background, creating those dreamy, out-of-focus areas. To enhance the bokeh effect, experiment with the distance between your subject, cherry blossoms, and the background.

HaruQ Yamaguchi, GFX 50S | 85.0mm | F1 | 1/3800 sec. | ISO 400

Film simulation modes

To express the bright atmosphere of spring, explore different film simulation modes. By setting the mode to Vivid (Velvia), the colours and vibrancy of the cherry blossoms can be enhanced, giving you a more vibrant image.

Using Chrome Blue, you can highlight the natural vibrancy of the cherry blossoms against a blue sky. This setting makes images more visually appealing by enhancing the blues.

Get creative with advanced filters

Some Fujifilm cameras offer Adv Mode with advanced filters. Experiment with effects such as Pop Color for increased contrast and saturation, Soft Focus for a dreamy atmosphere, and Multi-Exposure for unique, layered shots.

So, here we are! With these photography tips, you’ll be ready to capture the fleeting beauty of cherry blossoms in all their glory. Take advantage of all the opportunities, whether it’s the morning sunlight illuminating delicate petals or the evening glow casting a warm hue. Now, just grab your camera and explore!

The Global Fight Against Cancer: Closing the Care Gap

Each year, 10 million lives are claimed by cancer. It surpasses the combined toll of HIV/AIDS, malaria, and tuberculosis. And the number is projected to rise to an appalling 13 million deaths by 2030. This takes aback even more when considering that one-third of cancer cases can be prevented, and another third can be cured with early detection and proper treatment.

So, where is the loophole that lets cancer spread and gain strength despite all the awe-inspiring technological advancements and medical discoveries?

These numbers reflect a huge gap in cancer care that needs to be bridged. People who need cancer treatment face numerous barriers on their way. According to the WHO, less than 15% of low-income countries have access to comprehensive therapy, compared to over 90% of high-income ones. However, even in higher-income countries, inequities persist. Education, where you live, and discrimination based on various factors like ethnicity, race, gender, sexual orientation, age, disability, and lifestyle can all contribute to poorer access to care. The impact of this gap is widespread.

Breaking Down Barriers

The 4th of February marks World Cancer Day, and this year, it has also marked the final of the “Close the Care Gap” campaign led by the Union for International Cancer Control (UICC). World Cancer Day serves as a global rallying point that encourages communities, organizations, and individuals from all corners of the world to unite under one voice, addressing one of the greatest challenges in history.

From year to year, Fujifilm proudly supports the initiative. By raising awareness, promoting public and political literacy, dispelling myths, and changing behaviors, we strive to close the care gap and advocate for equal access to prevention, diagnosis, treatment, and care for all people, regardless of geography or socioeconomic background. Our commitment extends to investing in research and innovation, contributing to breakthroughs in medicine, diagnostics, and scientific knowledge.

We believe that everybody should have the same access to early detection tools, diagnostic facilities, and expert medical opinions. A patient’s geography or socioeconomic background should never determine the trajectory of their battle against cancer. To bridge this care gap, we need to stand together. Join us in the fight against cancer!