Chile, one of the most seismically active countries in the world, stores up to 30% of the earth’s seismic energy. The country witnesses around 15 earthquakes a day, which roughly translates as 450 seismic movements per month. In case of such a natural disaster, electricity in the whole country goes down, as well as phone signal. This occurrence of collapsing technology makes communication quite difficult during these times.

Understandably, being informed is essential after an earthquake. But how can one be up to speed about what happens in the country when there’s no power? Luckily, there’s a useful device that works even when there’s no electricity around. Don’t get too excited though, because this isn’t some high-tech gadget. It’s something we’ve got so used to that we usually take for granted: the radio.

The radio broadcasting system has a very important role in case of occurring natural disasters due to its proven stability and its ability to cover a large part of a territory that has been affected by this terrible calamity. That’s why ONEMI (Oficina Nacional de Emergencia del Ministerio del Interior) advised the Chilean population to ‘update’ their emergency kits with a new item. At its suggestion, families at risk have received a new product to help them keep safe in case of a natural disaster.

For this week’s #ThrowBrandThrusday, you get ‘to play’ with the ONEMI Radio, a portable broadcasting device that has found its place in the South American country’s emergency kits alongside water, food, light, and a medical box. ONEMI isn’t the usual radio you can find in regular stores. Oh no, this is an emergency radio with photovoltaic cells that works without conventional electricity or even batteries.

Designed from ‘head to toe’ by Shackleton ad agency—a group of communicators who are always ready to invent new ways of saying things—the radio is exactly what one needs in a country like Chile. Unlike the ordinary device, it is powered by solar energy, thanks to a solar panel placed on its back. In the country that receives the greatest amount of solar rays in the world, where radiation is between 7 and 7.5 kWh/m2, people don’t have to worry that ONEMI will run out of “batteries”.

Entirely made of recycled cardboard, the radio can be folded easily. This allows the radio to be stored without difficulty and also be distributed effortlessly across the country. The not-so-high-tech gadget receives broadcasts through FM waves and represents a cheap and effective solution for the government to keep the population updated in case of an emergency.

When there’s no technology and the communication systems have no power anymore, when there’s no electricity, no TV, no internet, and no telephone network, such a radio might save many lives. So, it is vital for each Chilean family to have an emergency kit equipped with this device.

The idea is so great that other states threatened by natural disasters should think of borrowing the concept and implementing it in their own communities. Would you feel safer if you knew you had such a radio in your emergency kit? Let us know by sharing your opinion in the comment section below!

Credits:

Client: ONEMI (Oficina Nacional de Emergencia del Ministerio del Interior)

Agency: Shackleton Group