Starting tomorrow, Leica will donate €0.50 to the Association for International Cancer Research (AICR) for every new follower of Leica’s Twitter account. The charity project for the benefit of international cancer research is part of an initiative that was launched by Leica enthusiast photographers who met on the independent International Leica User Forum. At the cornerstone of the project is the Leica User Forum Charity Book 2010, which is available through online publishing company, Blurb. A significant donation from the participating photographers, as well as € 6 from the € 95 price of the book, will benefit the AICR. Leica itself has decided to join in after seeing that more than €9,000 has been raised this way. In addition to the 50 euro cents for every new follower on Twitter, Leica will donate an additional €1,000 to the AICR upon reaching 10,000 followers by 9 July 2010.

Leica Press Release

Fundraising on Twitter for Leica enthusiasts’ charity initiative

29 June 2010

Starting on 30 June 2010, Leica Camera AG will donate € 0.50 (0.50 Euros) to the UK-based Association for International Cancer Research (AICR) for every new follower of Leica’s Twitter account http://www.twitter.com/leica_camera (@leica_camera). Leica will donate an additional € 1,000 to the AICR upon reaching 10,000 followers by 9 July 2010.

The charity project for the benefit of international cancer research is part of an initiative that was launched by Leica enthusiast photographers who met on the independent International Leica User Forum (http://www.l-camera-forum/leica-forum/).

At the cornerstone of the project is the Leica User Forum Charity Book 2010, which is available through online publishing company, Blurb:  http://www.tinyurl.com/LUFBOOK2010. The book is 172 pages long and includes a broad variety of images taken by 101 Leica Forum members. A significant donation from the participating photographers, as well as € 6 from the € 95 price of the book, will benefit the AICR. More than € 9,000 has already been raised.

Leica Forum member, Bill Palmer, who came up with the idea of the photo book, said, “We simply wanted to showcase the talent of the photographers on the forum, whilst simultaneously raising money for a good cause. The response was overwhelming, both in the number and the quality of images submitted from contributors worldwide.”

Norman Barrett, AICR’s chief executive said, “This impressive work will provide essential income to help us assist scientists across the globe in their efforts to understand and answer some of the most complicated questions in their field.”

Leica Camera chief executive, Rudolf Spiller, also commented, “I am delighted that we can contribute to an initiative that perfectly illustrates the spirit of the Leica user community. The project combines social responsibility, creative excellence and dedication to Leica cameras and lenses. Our customers are the best!”

Detailed information on the fund raising campaign and the photo book, including news, interviews and photos will be posted on the Leica Camera Blog at: http//blog.leica-camera.com and the Leica web site at http://www.leica-camera.com. Details will also be posted on Twitter and Facebook at: http://www.twitter.com/leica_camera and http://www.facebook.com/LeicaCamera

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