Tentree, a clothing brand for outdoor activities, wants Canadians to join the fight against wildfires, with a local media campaign that’s set to debut in the coming months.

The brand’s new campaign promotes Following Wildfire, a tool that Tentree developed in collaboration with Dentsu and Reflektor to help reduce forest fires, that uses the slogan “Not every fire needs to be wild.” The campaign calls for people to safeguard Canadian forests together.

Following Wildfire detects early indicators of wildfires by scanning social media platforms for images tagged with #FollowingWildfire, and then detecting smoke or flames with high accuracy in the posted pictures. Each tagged image goes into the tool’s panel, and an algorithm assigns a certain degree of risk to smoke or flames. High-risk images are escalated to a moderator of the tool, who contacts the person who posted the photo, as well as local fire prevention authorities.

It is an entirely new proprietary platform for the brand, Dentsu Creative president and chief creative officer Jordan Doucette tells strategy.

“Our computer vision algorithm detects signs of smoke or flames in pictures shared on social media that the human eye doesn’t always catch. These pictures tend to be taken in areas where humans go hiking and camping, which aren’t as monitored as remote areas. It’s a monitoring blind spot of sorts,” Doucette says.

The campaign ads aim to encourage all Canadians to use #FollowingWildfire in the photos they share on social media, and highlight how important they are in the fight to protect forests, Doucette says. The company also wants to capitalize on the growing popularity of AI technology, she says.

Specifically, the campaign targets Canadian residents in wildfire-prone areas, as well as environmental and conservation advocates, local authorities, technology enthusiasts, wildlife protection groups, and people who enjoy camping and hiking.

Tentree and Dentsu are launching the platform and the campaign now due to the recent wildfires that have affected nature, communities and businesses in devastating ways, Doucette says. The inspiration came from the urgency of the issue, she adds. “The advent of AI and computer vision in recent years made us wonder if it could be used to help with this global problem most feel completely powerless towards.”

She adds that the campaign is aligned with the company’s current positioning, which plans to become the most environmentally progressive sustainable clothing brand.

Tentree plants 10 trees for every item purchased. This summer, it will match the first 20,000 trees sponsored through its ReLeaf program, which plants trees for forest restoration due to fires. In Canada, the company has planted more than 100 million trees. It aims to plant one billion by 2030.

iProspect handles media buying on the new campaign, with Pomp & Circumstance in charge of public relations.