The encyclopedia · Software & IT · Technical decision · 2024–2025
Rogers turned its 5G towers into wildfire sensors that detect fires 16 minutes faster
AI sensors retrofitted onto rural telecom towers spot smoke, heat and chemical signs of fire in real time, alerting emergency teams up to 16 minutes sooner.
Rogers Communications
the move
After Canada's worst wildfire season on record, Rogers noticed its rural telecom towers already stood in the high-risk zones where fires start and response is slowest. Rather than build a new detection network, it retrofitted the towers it had.
With AI firm SenseNet, Rogers equipped existing towers with sensors that scan for smoke, heat and particulate changes, and routed alerts in real time over its 5G network to emergency services. The first alert beat every other system by 16 minutes.
There were no logos, ads or launch events: the first real detection became the story. Fifty-four wildfires were detected early, media coverage from CBC, CTV and The Globe and Mail was entirely earned, and in wildfire regions brand preference rose 30% and consideration over 40% with zero paid media.
The initiative was shortlisted in Environmental Innovation at Cannes Lions 2025 and recognized at The One Show; officials began considering it for federal emergency integration.
why it works
- It converts sunk infrastructure into public-safety equipment instead of spending on new builds.
- Acting rather than claiming matches research that Canadians distrust climate messaging from brands.
- Real emergency value earned coverage and trust that advertising money couldn't buy.
what transfers
Before building a new system, inventory what you already own: dormant infrastructure plus sensors can deliver public value — and brand trust — with zero paid media.
what came after
Rogers reports 54 early detections and a first alert 16 minutes faster than other systems, with a 30% brand-preference lift in fire regions, 71% familiarity and zero paid media. The project is being considered for federal emergency integration.
references
- Rogers Communications | Wildfire Watchtowers — The One Show
- Wildfire Watchtowers
- Cannes Lions 2025: Titanium and Innovation Lions Shortlists Announced
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