In June, Dentsu Canada and Tentree launched the Following Wildfire app, which uses AI and proprietary technology to scan social media for signs of out-of-control fires. The idea being that if fires are caught early, damage can be mitigated.

On Canada Day, the initiative launched a robust media plan, built by iProspect and supported by an extensive list of media partners, to help ensure people know about, and use, the app.

The campaign features weather triggered ads associated with extended dry spells and burning restrictions, especially around identified geographic areas.

Leona Hobbs, group account director at iProspect, emphasized the importance of photo shares in the fight against wildfires, “Following Wildfire relies on visual content from our great Canadian outdoors, so we’ve worked alongside our investment colleagues to reach and engage Canadians. We’re leveraging media across TV, CTV, digital, OOH, and social platforms to engage Canadians living in wildfire-prone areas and those affected by smoke.”

The campaign is also supported by the contributions of several media partners, including MiQ, Bell Media, CBC, Native Touch, Teads, Post Media, Pelmorex (the Weather Network), Samsung, Corus, Spotify, and Billups.

Nicole Brown, president investments, Dentsu Canada expressed gratitude for their collective efforts: “Our media partners have joined forces with Tentree and Dentsu to support Following Wildfire. Their commitment underscores the significance and importance of this tool and initiative.”

Wendy Kubota, senior brand director, at Tentree, says, “Working alongside iProspect and dedicated media partners, we’re looking forward to raising awareness of the innovative technology to empower Canadians living and visiting wildfire-prone areas to be part of the solution in saving our forests.”

Tentree is an eco-friendly apparel brand known for its use of sustainably sourced fabrics and its goal to plant 10 trees for every product sold. Following Wildfire was created as a tool to help discovers wildfires before they get out of control. It uses a proprietary algorithm to scan major social media platforms for images that have been tagged #FollowingWildfire. AI is then used to detect smoke or flames in these publicly shared images.