An innovative technology that detects early signs of wildfire in real-time social media images

Alberta

British Columbia

In case of emergencies, quick access to relevant contact information is vital. Below, you'll find a list of emergency numbers organized by province. Whether you're facing a wildfire threat or any other emergency situation while exploring, these contacts will connect you to the appropriate local authorities and emergency services. Stay informed and stay safe.

Manitoba

New Brunswick

Newfoundland and Labrador

Northwest Territories

Nova Scotia

Nunavut

Ontario

Prince Edward Island

Quebec

Saskatchewan

Emergency Contacts

Yukon

We are committed to ongoing refinement and enhancement of our AI algorithms. By continuously training our models with new data and incorporating feedback from users and experts, we strive to improve the accuracy and effectiveness of our wildfire detection system.

Continuous Improvement

We gather publicly available images from major social media platforms based on location and hashtag use from historically wildfire-prone regions, covering some of the most vulnerable communities and landscapes in the country. These images serve as our primary source of information, providing valuable insights into potential wildfire occurrences.

Data Collection

Following Wildfire is a new detection technology that uses computer vision to find early signs of wildfire in real-time social media images, empowering every Canadian to be a wildfire fighter. Learn how this revolutionary advancement is bringing AI and humans together to power the future of wildfire surveillance, helping detectsmoke and fire in your feeds before it’s too late:

When a potential wildfire is detected, our system triggers an alert mechanism, notifying our team of human moderators, who then review and escalate priority threats to relevant local fire authorities. This prompt response helps enables swift action to be taken, and can assist in preventing a wildfire’s spread and catastrophic impact on local communities.

Detection and Alerting

Our AI-powered image analysis software scans the images for signs of smoke, fire, and other indicators of potential wildfires. By using machine learning algorithms, we can identify and flag images that may contain early signs of a wildfire, allowing us to take immediate action to prevent the spread of the fire.

Image Analysis

If smoke or fire is identified in an image, the system integrates regional weather and vegetation data to help assess the potential for ignition, spread and burn intensity. This helps us to prioritize potential threats for further investigation and review.

Risk Assignment

How It Works

Stay on top of the latest wildfire news and expert insights with our curated feed. We bring you the latest reports, firsthand accounts and critical updates from across the country to arm you with the knowledge and information you need during Canada’s wildfire season.

Latest News

Our earth-first clothing goes beyond the materials we use. They are made in fair, safe working conditions using sustainably sourced and recycled materials. We’re Climate Neutral certified and have one of the highest B Corp scores in the apparel industry. Read our Sustainability Report to see our impact.

see our impact

Hi. We’re tentree. We make super comfy and sustainable clothing for all your outside adventures. But, we’re really tree planters. For every item sold, we plant trees around the world where they can make the most impact. From mangroves in Kenya, cedars in the Pacific Northwest to even kelp in our oceans. We’re on a path to plant one billion trees to reduce climate change.

learn more

We’re so passionate about keeping worn clothing out of the waste stream, we offer two ways to pass on your clothing. Sell your unwanted tentree items online through us or, send us your tentree and non-tentree items in any condition at no cost. We’ll sort them for recycling or reuse, and you’ll earn tentree store credits.

get started

Meet tentree

tentree was founded in 2012 by four Saskatchewan friends who share a love for the outdoors and vision to protect the world we play in. Since then, we’ve planted over 105 million trees. Each item purchased from tentree helps to capture carbon, create employment and regenerate ecosystems.

This summer, tentree is planting trees to help restore our lost forests due to wildfires. And we’ll match the first 20,000 trees sponsored. For less than the cost of a cold brew, you can help to replant a forest, bring back biodiversity and help to reduce climate change.

click here to get started

tentree has been contributing to  forest restoration in North America lost to wildfires since 2016. We’re currently planting in Williams Lake British Columbia where due to the severity of the wildfire, it’s unlikely the forest would naturally return without tree planting.

While some fires are part of a forest’s lifecycle or controlled burns, recent fires are setting records for their duration and destruction. In addition to helping to spot a potential forest fire by posting images to your social feeds using #followingwildfires, you can help plant saplings by sponsoring a wildfire tree for as little as $5.

plant a tree

Plant a wildfire tree

Maintain a defensible space around your home by clearing away dry vegetation, leaves, and other flammable materials. This creates a buffer zone that can help slow the spread of wildfires.

Clear Vegetation

While our innovative technology plays a critical role in early wildfire detection, there are proactive measures you can take to help prevent wildfires. Here are some practical tips to help minimize the risk posed by wildfires:

Spread awareness about wildfire prevention within your community. Encourage neighbors to take proactive measures and participate in local fire safety initiatives.

Educate Others

When building or renovating your home, use fire-resistant materials like metal, brick, and concrete to help protect your property from the threat of wildfires.

Fire-Safe Landscaping

If you observe any signs of smoke or fire, report them immediately to local authorities. Early reporting can help prevent small incidents from escalating into large-scale wildfires.

Report Suspicious Activity

When enjoying outdoor activities, be mindful of fire safety guidelines. Use designated fire pits or grills, and never leave fires unattended. Ensure all flames are fully extinguished before leaving the area.

Safe Outdoor Practices

Prevention Tips

Content

Following Wildfire

During the 2024 wildfire season in Canada, Following Wildfire from tentree (an AI-powered algorithm that detects early signs of wildfires in outdoors images shared on Instagram) analyzed 24,233 photos shared by Canadians, identifying 211 fires in their nascent stages—211 fires stopped before they could spiral out of control. We are busy optimizing Following Wildfire and retraining our algorithm for the 2025 wildfire season.

In 2023, Canada’s wildfires set records for their duration and destruction, impacting both people and communities in ways never felt before in this country.

While some fires are part of a forest’s life cycle or controlled burns, early detection is critical to help stop the spread of wildfires before they get out of control.

The good news is, not every forest fire needs to be wild.

Add #FollowingWildfire to your social media posts so our computer vision technology can analyze images to detect early signs of smoke or fire in your feeds, helping to spot certain wildfires that are not easily discovered by existing remote sensing technologies.

And through tentree’s ReLeaf program, you can help restore our forests lost to wildfire. tentree will match the first 20,000 trees planted this summer.

Let’s join together and protect the world we play in.

ECONOMIC DAMAGE

Hectares Burned

NUMBER OF WILDFIRES

Human Caused Wildfires in 2023

National Parks

Natural Caused Wildfires in 2023

<h1>Following Wildfire<br></br>Privacy Statement</h1>
    <p>Following Wildfire (the "<strong>Platform</strong>") is owned and operated by Dentsu Creative Inc. ("Dentsu", "we", "us", or "our"), in collaboration with Ten Tree International Inc. ("<strong>Tentree</strong>"). We are committed to your privacy and protecting the information you share with us.</p>
    <p>This Privacy Statement applies to personal information collected by us in relation to the Platform. It explains what personal information we collect, how we use it, and the privacy rights you have. In this Privacy Statement:</p>
    <ul>
    <li>"You" means you directly, whether you access the Platform, your photo is featured on the Platform, or you otherwise interact with us, as well as when another person provides us with your information.</li>
    <li>"Personal information" or "your information" means information that identifies or can identify you or another individual.</li>
    </ul>
    <p>If you have any questions regarding the Privacy Statement, you can submit them using the information provided at the end of this Privacy Statement under "Contact Us".</p>
    <h2>How We Handle Your Personal Information</h2>
    <h4>Collecting your personal information</h4>
    <p>We may collect information about you directly from you when you interact with us or with the Platform, such as when you:</p>
    <ul>
    <li>Connect or interact with us through the Platform, using the contact information listed below, or through other Dentsu or Tentree channels; and</li>
    <li>Request user or technical support.</li>
    </ul>
    <h2>We collect the following types of personal information from you directly:</h2>
    <ul>
    <li><strong>User data and correspondence</strong>, including information about how you use the Platform, any information you provide when you contact us with questions, feedback, reviews, or otherwise communicate with us.</li>
    <li><strong>Online activity information,</strong> including information about your device, how you use and browse our Platform, and your IP address, which we obtained from your online interactions with us. See "Interacting with us online" below for details.</li>
    </ul>

    <h4>Collecting information from other sources</h4>
    <p>The personal information we collect comes directly from you or your device, as described above.</p>
    <p>Publicly posted images are used to populate the wildfire detection map and related tools on the Platform, but the Platform is designed to exclude images that have any personal information in them. If you are concerned about a photo of yours that has been featured on the Platform, please see the section below entitled "Your Rights" for details on what you can do.</p>
    <p><strong>Meta (Instagram) and X.</strong> Note that the Platform uses images posted publicly to Meta (namely Instagram) and X (formerly Twitter) platforms. Whenever you use Instagram or X, you and your information are subject to the Instagram or X privacy policies and terms of use and other policies. We recommend that you review those policies and your privacy choices on those sites.</p>
    <h4>Using your personal information</h4>
    <p>We may use your personal information for the following purposes:</p>
    <ul>
    <li><strong>Provide and support the Platform.</strong> This includes operating, maintaining, and delivering the Platform, and providing user support.</li>
    <li><strong>Communicate with you.</strong> This includes responding to your requests, questions, feedback, or concerns.</li>
    <li><strong>Improve and monitor the Platform.</strong> This includes evaluating and improving the Platform and your experience, identifying usage trends, developing new products and services, and related data analytics.</li>
    <li><strong>Protect you and us.</strong> This includes investigating and protecting against fraudulent, harmful, unauthorized, or illegal activity, complying with legal and regulatory requirements, and protecting our property (including the Platform), interests, and legal rights.</li>
    <li>Any other purpose with your direction or consent.</li>
    </ul>
    <h4>Sharing your personal information</h4>
    <p>Whatever the purpose may be, we only share your information to the extent reasonably necessary to fulfill the purposes listed above. We may share or disclose your information to any of the following parties:</p>
    <p><strong><em>Tentree</em></strong><strong>. </strong>As noted above, the Platform is operated in collaboration with Tentree. Some of the information described above will be shared with Tentree, or Tentree will have access to it, for the purposes of operating the Platform.</p>
    <h2><strong><em>Affiliates and service providers</em>.</strong> To perform the activities mentioned above, we may share your information with our affiliates as well as third parties to perform services on our behalf. We may use service providers to perform the following functions:</h2>
    <ul>
    <li>Assist with IT functions, such as operating and protecting the Platform.</li>
    <li>Improve our ability to communicate and manage our relationship with you.</li>
    <li>Market the Platform and other services to you, including providing support for advertising campaigns and tracking the effectiveness of certain advertising campaigns.</li>
    <li>Assist with data analytics that help us run, grow, and develop the Platform.</li>
    <li>Obtain professional advice and services, such as from lawyers or accountants.</li>
    </ul>
    <p>When we disclose personal information to third-party service providers, we prohibit them from accessing your personal information for any purpose other than to perform these support services.</p>
    <p><strong><em>Other third parties.</em></strong> We may share your personal information with other third parties to:</p>
    <ul>
    <li><strong>Protect you and us.</strong> This includes investigating and protecting against fraudulent, harmful, unauthorized or illegal activity, complying with legal and regulatory requirements, and protecting our property (including the Platform), interests, and legal rights. It also includes responding to requests for information received from government agencies, regulators, or law enforcement that we determine to be legitimate.</li>
    <li><strong>Assess and engage in business transactions. </strong>This includes the evaluation and execution of the purchase or sale of all or part of a business or its assets.</li>
    <li>Any other person or organization with your direction or consent.</li>
    </ul>
    <h4>Interacting with us online</h4>
    <p>We may use certain technologies and tracking tools on our Platform, such as cookies. Cookies are snippets of data stored by a web browser (for example, Chrome, Safari or Firefox web browsers). We may also use pixels, beacons, web analytics services, and other technologies. These tools provide us with information about your usage of the Platform. This information helps us operate, improve and protect the Platform by allowing us to better understand our audience.</p>
    <p>Information collected through cookies includes IP addresses, number of page visits, pages viewed on the Platform, search engine referrals, and browsing activities over time and across other websites following your visit to the Platform.</p>
    <p>We, <strong>and third parties we permit,</strong> may use these tools (if applicable) to track which of our ads (if any) you interact with on our website and on the websites of companies who help us advertise. We may use this information for analytics and reporting, to learn more about how you interact with us, and/or promote our products and services.</p>
    <p><strong><em>Do Not Track</em></strong><strong>.</strong> Some Internet browsers may be configured to send "Do Not Track" signals to the online services that you visit. We currently do not respond to "Do Not Track" or similar signals. To find out more about "Do Not Track," please visit <a>http://www.allaboutdnt.com</a>.</p>
    <p><strong><em>Your Cookie Choices. </em></strong>Please review your browser or device settings for certain cookies. Note that if you configure your browser or device to block all cookies, you may disrupt certain functionalities of the Platform. You can change your cookie settings at any time.</p>
    <h2>Our Privacy Practices</h2>
    <h4>How we protect your information</h4>
    <p>We have implemented safeguards designed to protect your personal information against unauthorized access, use, modification and disclosure. Only authorized personnel have access to your information. We also have technical and organizational security measures designed to protect the security of any personal information we handle.</p>
    <h4>Cross-border transfers</h4>
    <p>We may store, access, or transfer your information outside of your home province, state, or country, and your information may be subject to the laws of these jurisdictions. This means that, just like in your home jurisdiction, we or a third party may be required to disclose your information in response to valid demands or requests made by governments, regulators, courts and law enforcement authorities in these other jurisdictions.</p>
    <h4>Destruction and retention</h4>
    <p>We retain your information only as long as we need it for the purposes for which we collected it. We have procedures to help us determine the appropriate length of time we will retain your information and to guide what we do when we no longer need your information for these purposes. We may securely destroy, delete, erase it, or convert it to an anonymous form.</p>
    <h4>Automated decisions</h4>
    <p>When determining which images to use for the Platform's wildfire detection tools, there may be automated decisions made regarding publicly posted images. These decisions are based on the content of the image, as well as models used to only select relevant images and exclude those that may contain identifying or personal information.</p>
    <p>As a reminder, the Platform is not intended to feature images that contain any personal information. If you think that such an image has been featured in error on the Platform and have a question or concern, please refer to the information under "Your Rights" below and/or contact us using the information under "Contact Us" below.</p>
    <h2>Your Rights</h2>
    <p>In addition to exercising your privacy choices above, you can request to access or correct your personal information, ask questions about our privacy practices, or submit complaints. Users in other jurisdictions may have additional privacy rights. To exercise these rights, use the information under "Contact Us" below.</p>
    <p>If the Platform features a photo taken and/or posted publicly by you and you would like it to removed from the Platform, please contact us at .</p>
    <p>Your concerns are important to us, and we will respond to your question, request or complaint as soon as we can. Please note that you may be required to verify your identity before we provide you with access to any of your personal information.</p>
    <h2>Contact Us</h2>
    <p>To submit an access or correction request, exercise your privacy choices, ask a question, or submit a complaint, please contact us at .</p>
    <h2>Privacy STATEMENT Updates</h2>
    <p>This Privacy Statement was last updated in May 2024 and may be updated periodically to reflect changes to our personal information practices. We strongly encourage you to refer to this Privacy Statement often for the latest information about our practices.</p>