LIMA, Peru--(BUSINESS WIRE)--In a groundbreaking initiative launched in Peru, a collaboration of experts in the animal care, technology, science, and media sectors has led a whole new approach to early earthquake warnings and public safety. Animal Alerts is a project to develop the first earthquake warning system powered by PetPace, the industry leader in animal health monitoring. Advised by Dr. Grant, the first phase of the project is underway in Lima, Peru. Using the innovative PetPace smart collar, health data is collected and analyzed for correlation to earthquakes, with the aim of developing a system to alert residents via different media channels.
Earthquakes have a devastating impact on communities and their livelihoods worldwide. Peru is a known seismic zone, due to its location along the Pacific Ring of Fire. Despite many advances in the field, there is no technology to date that can predict earthquakes reliably.
“It's been shown in many systematic studies that animals often behave differently prior to earthquakes,” says Dr. Rachel Grant, a behavioral ecologist, and senior lecturer at the London South Bank University. Dogs are particularly useful models of this phenomenon due to their acute senses and their proximity to humans. “Animal Alerts, with the use of PetPace AI technology, allows us, for the first time, to collect reproducible physiological data in real time which could help with short term earthquake risk forecasting.”
Combining nature and technology
“PetPace is focused on continuously monitoring the physiological and behavioral data of dogs to ensure their well-being. The same data can be harnessed with the aim of protecting communities,” said Dr. Asaf Dagan, Chief Scientist and Cofounder, PetPace. Designed to ensure comfort for pets, the PetPace smart collar collects vital health data through its electrode-free, non-invasive sensors. Data such as pulse, temperature, respiration etc. are recorded in real-time. Based on these parameters and AI algorithms developed by the PetPace science team, the dog’s stress level is determined. When multiple dogs in various locations within Lima show an anomalous increase in stress level at the same time, this could be an indication of an impending earthquake.
“There is an urgent need for innovative approaches to warn the public before an earthquake. Especially since Lima's infrastructure is extremely vulnerable to seismic activity. And so, a timely alert from Animal Alerts could help save countless lives,” says Carlos G. Brown, Disaster Risk Management Expert, TECHO Peru.
Leveraging the power of integrated media
For effective earthquake warning, Animal Alerts has secured media partnerships through Mediaplus Group and Reset Media for the broadcasting of alerts through geo-targeted messages on digital billboards, web, mobile, and radio. Through the support of various pet nutrition experts in Lima, retail promotions call for further volunteers to join the program. A website provides further information and ways for people to participate.
“This initiative not only showcases an innovative use of technology, but also emphasizes the deep connection between humans and their pets, leveraging this bond for protecting the community.”
— Alex Schill, Chief Creative Officer, Serviceplan Group
“Growing up in a country like Peru, where seismic activity is constant, this idea becomes a really valuable tool.”
— Rolando Cordova, Chief Creative Officer, L&C Lima-NYC
About PetPace
Based in Birmingham, MA, PetPace is a leading developer, manufacturer, and marketer of the most advanced, patented AI-driven wearable pet technology in the world. PetPace is composed of veterinarians, IoT professionals, engineers, algorithms experts, data specialists, and pet owners. PetPace conducts thorough research with top universities and research institutes worldwide to bring their proprietary product portfolio to market. They are dedicated to protecting and improving the health of all pets. For more information visit www.petpace.com
About the creators
Animal Alerts is an initiative created by Serviceplan Group, L&C, and Mediaplus Group along with collaborators: Eat, Sleep + Design, ASTRAL Kreativ, Ashwin Suresh, Dr. Rachel Grant, Rebecca, and Reset Media.
Serviceplan Group is one of the world's leading independent communication agencies, headquartered in Munich, with offices around the world including in Paris, New York, and San Francisco. L&C is an award-winning advertising agency with offices in Lima and New York and is an affiliate company of Serviceplan Group. Mediaplus Group is the largest independent and partner-managed media agency in Europe and is a Serviceplan subsidiary.
