Situation:

In 2023, 66,900 people died in earthquakes, many of which were felt in Lima, Peru — located on the Pacific Ring of Fire, where 90% of all seismic activity occurs.

Insight:

While the most sophisticated technology can’t predict earthquakes, scientific evidence shows that animals could. Previous approaches to monitoring animals in the wild for earthquake forecasting have failed due to the use of outdated and invasive technology.

Objective:

To warn people before earthquakes and give them time to evacuate.

Animal Alerts is the first earthquake warning system powered by pet health data. Using the existing PetPace smart health collars, dogs’ physiological and behavioral data are monitored. An innovative algorithm analyzed all data along with seismic activity to detect the possibility of an earthquake, the alerts are sent out in real-time through geo-targeted mobile notifications, digital billboards, and radio, thereby giving people valuable time to evacuate.

Data gathering:

The PetPace collar collects physiological and behavioral data about dogs. This is then transmitted in real-time to a cloud-based dashboard. The geophysical and seismic activity of the region was collected in parallel during the pilot study to train an algorithm. This algorithm is refined through continuous data collection.

Data interpretation:

When multiple dogs behave abnormally at the same time, the algorithm detects this as an indication of a potential earthquake.

Targeting:

The resulting alerts are sent out in real-time through geo-targeted mobile notifications, digital billboards, and radio, giving people valuable time to evacuate.

Implementation:

Animal Alerts is powered by data from the PetPace 2.0 smart collar for dogs. Designed with the comfort of dogs in mind, the collar makes use of electrode-free non-invasive sensors. With volunteers from all over Lima, dogs were selected in different locations to be monitored for abnormal behavior and anxiety. All data is analyzed on a centralized dashboard. When multiple dogs behave abnormally at the same time, the algorithm detects this as an indication of a potential earthquake. An alert is then sent out to the residents of Lima through various media channels.

Placement:

The resulting alerts are sent out in real-time through geo-targeted mobile notifications, digital billboards, and radio, giving people valuable time to evacuate. Media spaces were secured for free through partnerships.

Scale & Touchpoints:

Launched in Lima, the program is being rolled out globally to countries with high seismic activity. By partnering with local pet stores, pet owners and their dogs were invited to join the program.

Brand relevance:

For PetPace, Animal Alerts is not only an opportunity to create awareness for their product as they enter the South American market but also a demonstration of how animal health monitoring can be of benefit to society.

Timeline:

August 2023

Experimental study designed.

October 2023

Pet recruitment program launched.

November 2024

Media partnerships secured to broadcast alerts.

January 2024

Pilot phase of the project kicked off. Dashboard set up.

February 2024

First earthquake detected.

March 2024

Launched publicly.

Launched in early 2024 in Lima, Peru. As of April, 175 volunteers have signed up with their pets. So far, 18 seismic events have been detected, warning over 9 million residents and giving them time to take necessary precautions. Animal Alerts is in the process of being rolled out in more countries such as Turkey and Japan.