Creative Data > Creative Data
CIRCUS GREY, Lima / UNACEM / 2016
Awards:
Overview
Credits
CampaignDescription
We realized that the use of data is absolutely important to give a solution to this problem.
How?
Easy.
If people could know their relatives location after the natural disaster we could minimize the stress and chaos.
Without all the chaos the dead rate would dropped considerably.
So, we created an App that run in the background of your smartphone that allowed you to create a safe group we your loved ones.
Then it tracks your relatives location with GPS Geo Locatization Technology and updated it every five minutes.
When an Earthquake hits and all Communications collapse, the App give you an instant notification with the last location of everyone in the exactly moment that signal goes down.
After that the logarithm selects the optimal assembly point from a list of locations approved by the peruvian emergency agency directing all members to the same evacuation site.
MediaStrategy
The journey in this case is incredible.
People get all the data they need without knowing it.
Then when a disaster occurs all that data appears in front of their eyes immediately.
The implementation is really simple using an already existing GPS technology that its not new but the innovation is the different use we give to it.
Outcome
With this data solution for earthquakes the response was amazing.
23% of all peruvian population downloaded the App.
The App its absolutely free so the business impact its not important in this case but what its really important is the change of behavior, now more than 5 million peruvians live waiting for the big one but prepared to react in a most organized fashion avoiding the kind of rushed decisions that cost lives.
Relevancy
When a natural disaster occurs this App works when all communications collapse.
What it does is to manage data that was registered in the background of your phone by GPS Geo localization updated every five minutes and when the earthquake hits the App notifies you about the location of your relatives.
Strategy
The data interpretation in this idea is the key fact.
Without managing the data of all the members of every safety group it would be absolutely impossible to save peoples lives in this kind of situations.
We understand that its extremely important to have the correct data gathering every five minutes to make things happen.
Then we give every user the opportunity to interpret data in their own phone.
Synopsis
Peru is a country that is located in one of the most seismic regions in the world.
People here is afraid waiting for the next big one.
Its known that after an earthquake the cause of the most quantity of victims are chaos and people going to the streets seeking for their relatives.
The collapse of communications only stress the situation with fear and chaos.
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