Wildfire AI Tool Gains Momentum with Media Partners and iProspect Strategy Activation

tentree launches a ground breaking AI tool for early wildfire detection in social media images, known as Following Wildfire. And, while it’s rapidly gaining traction, developed in collaboration with Dentsu Creative Canada, the initiative recently launched a robust media plan built by iProspect and supported by an extensive list of media partners.

Launched on Canada Day, July 1st – the media investment follows dentsu’s commitment to responsible advertising (high-attention and sustainable). And with a key focus in OOH and digital the plan does include scaling from CTV and TV. In tight collaboration with Dentsu Creative and iProspect, the early involvement of the media team allowed them to refine a media strategy alongside the launch and earned media activities. Most importantly, dentsu’s investment team encouraged media partners to get behind this initiative – and they did! 

Leona Hobbs, group account director at iProspect, emphasised the importance of photo shares featuring Canada’s breath taking landscapes, “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.”

Media Partners Rally Behind Following Wildfire

The media campaign enjoys generous contributions from a diverse group of media partners, including MiQ, Bell Media, CBC, Native Touch, Teads, Post Media, Pelmorex (aka Weather Network), Samsung, Corus, Spotify, and Billups. These partners recognise the urgency of the cause to raise awareness and encourage participation.

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, further adds how important this campaign is, “For tentree, Following Wildfire is a platform to leverage our community to not only help us restore a forest after a fire, but also help to prevent and support authorities in culling these fires making them less harmful to nature and communities. 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.”