MINI - "Adaptive Cruise Control"

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 Guardia 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.

Alex Schill, Chief Creative Officer, Serviceplan Group says:“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.”

Rolando Cordova, Chief Creative Officer, L&C Lima-NYC adds: “Growing up in a country like Peru, where seismic activity is constant, this idea becomes a really valuable tool.”