“Run to Happiness” Young students from one of the schools in Siem Reap
H.O.P.E. PROJECT
Happiness, Optimism, Pragmatism, Enthusiasm
Humanitarian photography project Cambodia 2007 — Relaunch planned for 2027 to mark its 20th anniversary
THE 2007 PROJECT
In 2007, Mitch Weber (Director of Ogilvy Action Bangkok) invited me to photographically document the Hope project—an initiative to create a charity calendar to support disadvantaged children in Cambodia. The goal was to celebrate the joy of life, hope, and resilience of the Cambodian people through the eyes of a new generation, while donating 100% of the profits to local organizations (Siem Reap Hospital, partner schools, orphanages).
Ogilvy Action Bangkok already had a relationship with the Sunrise Cambodia orphanage (founded by Geraldine Cox), where the agency had previously donated bicycles to the children. This gateway allowed me to access local communities in an ethical and respectful manner.
"Rock-paper-scissors" Young orphans playing at the Sunrise Cambodia orphanage in Siem Reap
An Authentic Approach
From there, I spent several days exploring Siem Reap by tuk-tuk—neighborhoods, districts, street schools, villages along the Mekong River, hospitals. I would get out whenever I met someone, take photos, and give the children toy key rings as a thank you. Those intense afternoons left a deep impression on me: women telling me how they survived under the Khmer Rouge, children bursting with energy despite their precarious situation. I also took photos in Phnom Penh and Sihanoukville. These images convey that raw emotion.
“The One” Children of the Villages
ARTISTIC RECOGNITION
The photographic series received an Honorable Mention at the 2007 International Photo Awards (People category). Although the calendar could not be marketed at the time due to corporate constraints within the Ogilvy network, these photographs validated the power of the "art-funding-impact" model and opened important doors.
“Smiles for Change” Young children along the road in Siem Reap
THE PATH TO IMPACT
Mark Ogaslert (founder of Bloom Pro Lab Bangkok), impressed by this approach and these photographs, introduced me to Jaffee Yee, founder of PhotoArtAsia—Asia's first art photography magazine. This connection led directly to the Photo Art Asia 2008 exhibition (Zen Gallery, Bangkok), where the model was finally successfully implemented: 100% of the profits were donated to three organizations supporting children with HIV in Thailand.
HOPE was not a failure—it was the prototype. Photo Art Asia 2008 was its definitive validation.
“Shy But Fun” Young girls along a market - Siem Reap
RELANCE 2027 — 20 YEARS OF THE PROJECT
To mark the 20th anniversary of this initiative, a redesigned version of the "Hope" calendar will be released in 2027:
• Expanded edition including photographic archives from 2007 + previously unpublished testimonials from the children (where are they today?)
• Strengthened partnerships with local and international NGOs Cambodia
• Interactive digital platform documenting children's stories and tracking funded actions
• Traveling exhibition accompanying the release
The funds raised will finance educational programs and sustainable medical infrastructure. This relaunch symbolizes the persistence of a struggle: using photography as a lever for concrete aid to Cambodian children and families.
"These images have carried unaltered emotion since 2007. In 2027, they will finally find their full social utility."
— Ludovic Cazeba
“U.S.A Capitalism’s Multi-Effects” Child on the road
INFORMATION
• Initial project date: 2007
• Shooting locations: Siem Reap (main), Phnom Penh, Sihanoukville
• Key partner: Sunrise Cambodia Orphanage (Geraldine Cox)
• Recognition: International Photo Awards 2007 - Honorable Mention (People)
• Sponsor: Ogilvy Action Bangkok (Mitch Weber)
• Planned relaunch: 2027