CEA, PMDA & IIPI Launch “Life Is Crazy” Consumer Photo Education Campaign

CEA, PMDA & IIPI Launch “Life Is Crazy” Consumer Photo Education Campaign


Washington, DC—Consumers are now taking and sharing more pictures than ever—almost two billion each day—and say they want to capture better photos. To help put an end to missed and blurred digital photographs that are lost to the “take, file and forget” cycle, the Consumer Electronics Association (CEA), PhotoImaging Manufacturers and Distributors Association (PMDA), and Innovations in Photo Imaging (IIPI) launched a digital campaign, Life Is Crazy: Hold On to the Highlights. The campaign’s goal is to provide consumers with the tools to take better pictures and more fully enjoy their memories.

Recent consumer research shows most consumers are disappointed with their photos and find much more emotional value when they print products in addition to just sharing the images online. The Life Is Crazy campaign will educate consumers about basic camera features, such as optical zoom lenses, flashes and shutter speeds, as well as accessories that help them get better photos that look great in print.

“The goal of the Life Is Crazy campaign is to help consumers take and enjoy better pictures,” said Joellyn Gray, director of marketing, Fujifilm North America Corp., and past chair of CEA’s Digital Imaging Division’s board. “That means helping them learn which camera features and accessories they need to capture better photos, as well as offering creative ideas for turning life’s best moments into lasting printed memories that consumers and their families can enjoy every day.”

The Life Is Crazy campaign features a three-step tool that gives consumers useful hints for different kinds of shots—action, portrait and nighttime, even movies. The campaign also provides creative and innovative options that encourage consumers to hold on to life’s highlights by printing their photos on functional items, such as kids’ clothing, grandparents’ coffee mugs or picnic blankets for family outings.

“We understand that most consumers really want to take better pictures,” said Jerry Grossman, executive director, PMDA. “And we know that consumers enjoy those photos the most when they can surround themselves with their favorite shots—from large-scale canvases and personalized T-shirts to photo books.”

To access the three steps to help consumers capture and enjoy better pictures, as well as other Life Is Crazy campaign content on CEA’s Digital Imaging Division home page, visit ce.org/Membership/Divisions-and-Councils/Digital-Imaging-Division.aspx.

The Consumer Electronics Association (CEA, ce.org) is a technology trade association that represents the $286 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative and regulatory advocacy, market research, technical training and education, industry promotion, standards development, and the fostering of business and strategic relationships. CEA also owns and produces the International CES.

Innovations in Photo Imaging, Inc. (IIPI, innovationsinphotoimaging.org), was founded in 2010 as a nonprofit consortium with the goal of creating a grassroots initiative to involve all industry members in making consumers aware of the range of products that can be made with photos and encouraging them to create these products. The consortium leverages the power of social media, blogs and forums, viral campaigns and local media to drive the messaging. In this way, consumers themselves become the strongest advocates for photo products and photo gifting. Membership is open to all photo industry suppliers and print service providers.

The PhotoImaging Manufacturers and Distributors Association (PMDA, pmda.com) was founded in 1939 to promote the photo industry, with an emphasis on photo-imaging manufacturers and distributors. It provides an open forum for its members to exchange ideas and learn new technologies and business trends, in addition to administering programs that promote photography to the public. PMDA also developed the Portraits of Love program, which distributes free family portraits to military families of deployed soldiers, and TakeGreatPictures.com, a website designed to inspire photographers of any level.