May 2020

Mohammad Anas Wahaj | 31 may 2020

During Covid-19 related lockdown many countries faced issues related to providing food to where it is needed the most. There were huge challenges in food distribution and logistics from farms to markets to homes. In many cases farmers had to dump their produce due to the broken supply chain. Moreover, farmers lacked the resources to transport their produce themselves as markets were unwilling to buy that at reasonable price. Amid all this, in Philippines, one social enterprise led by Cherrie Atilano has found a way to get food from farms to consumers and enabled farmers sell their produce that otherwise would have been wasted. Agrea, her social enterprise, in normal times intended to end rural poverty by helping farmers move from subsistence to small-scale commercial farming. But, during pandemic crisis farmers and the food distribution networks collapsed, so Ms. Atilano started #MoveFoodInitiative to overcome the produce dumping by farmers. She used her extensive network to appeal to private truck owners to help ship the food to consumers in towns, villages and the capital. In addition to moving fruits from farmers to families, the initiative is also donating food to community kitchens set up to feed frontline medical staff treating people with coronavirus. 'Movers', as the workers associated with the project are called, have created impromptu community fresh food markets at various locations. Ms. Atilano also plans to encourage the development of urban farms and says, 'It is time to learn how to produce food near to you. This is the new normal that we need to prepare for.' Dom Hernandez, COO of Philippine fast food chain Potato Corner, is another entrepreneur helping to get food from farms to urban consumers. He has set up a scheme to allow farmers in his home province of Benguet to sell directly to consumers through the use of social media and his family owned bus network. Read on...

World Economic Forum: This entrepreneur is helping farmers get food to consumers during lockdown
Author: Douglas Broom

Mohammad Anas Wahaj | 30 may 2020

A group of researchers led by Prof. Raul Gonzalez Lima and Prof. Marcelo Knorich Zuffo at the University of São Paulo's Engineering School (POLI-USP) in Brazil have developed a mechanical ventilator that costs only approximately 7% as much as a conventional ventilator. Prof. Lima says, 'Our ventilator is designed to be used in emergencies where there's a shortage of ICU (Intensive Care Unit) ventilators, which are more monitored, but it has all the functionality required by a severe patient. It also has the advantage of not depending on a compressed air line, as conventional ventilators do. It only needs an electric power outlet and piped oxygen from the hospital or even bottled O2.' In developing the ventilator, the researchers needed to analyze the range of oxygen flow rates and levels it could offer patients. For this purpose, they simulated the various breathing frequencies of human lungs using a gas analyzer and gas flow meter in a lab headed by Prof. Guenther Carlos Krieger Filho, also a professor at POLI-USP. Animal tests were conducted under the coordination of Denise Tabacchi Fantoni and Aline Ambrósio, both of whom are professors at School of Veterinary Medicine and Animal Science (FMVZ-USP). The tests were performed at Medical School's (FM-USP) anesthesiology laboratory (LIM08) under the supervision of Professor José Otávio Costa Auler Junior, in collaboration with Denise Aya Otsuki, a researcher in the lab. The first human trials involved four patients undergoing treatment at FM-USP's Heart Institute (INCOR). They were led by Auler Junior, with the collaboration of Filomena Regina Barbosa Gomes Galas, the supervisor at INCOR's surgical ICU, nurse Suely Pereira Zeferino, and physical therapist Alcino Costa Leme. The researchers are now preparing a clinical trial with a larger number of patients. This will be one of the last steps before production of the ventilator is approved by ANVISA, Brazil's national health surveillance authority. Read on...

News-Medical.Net: Brazilian researchers design low-cost mechanical ventilators
Author: Emily Henderson

Mohammad Anas Wahaj | 22 may 2020

According to Wikipedia, 'Experiential marketing or engagement marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience...Consumer engagement is when a brand and a consumer connect. Brad Nierenberg says that experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands.' With experiential marketing brands can develop more interest among consumers about their products and services. Covid-19 has brought new challenges to experiential marketing. 13 experts from Forbes Agency Council explain the current and future impact that experiential marketing is likely to have on the industry and how leaders can adapt to its effects - (1) Continuing To Build Relationships And Leadership (Serenity Thompson, A23 Advisors): 'To play well as experiential marketing, virtual events will include moderated group breakouts, gamified agendas and in-app click-to-share social content at a minimum.' (2) Emphasizing The Power of Shared Experience (Steve Wilson, Wilson Dow): 'When delivering a virtual experience, keep a people-first approach.' (3) Reinventing Experiences And Platforms (Lili Gil Valletta, CIEN+): 'Experiences matter; we just need to innovate in where and how they come to life.' (4) Connecting With Audiences During Social Distancing (Jon Waterman, Ad.net): 'Whether it be through VR, playing an interactive game, attending a virtual concert or a live streaming demo, experiential marketing will move towards brand engaging audiences for experiences online.' (5) Offering Consumer-Level Multisensory Experiences (Hamutal Schieber): 'Experiential marketing can benefit from emerging technologies to create personalized, multisensory experiences.' (6) Delivering Personalized Experiences To Wider Audiences (Nicolas Van Erum, Sid Lee): 'Brands will quickly pivot to digital efforts...with greater avenues to track, measure and attribute consumer behavior.' (7) Leveraging New Technologies With Social Spacing (Jackie Reau, Game Day Communications): 'Experiential marketers will need to consider how to use new technologies with social spacing to connect with consumers in an engaging manner.' (8) Growing The Number Of Virtual Conferences, Activations (Scott Harkey, OH Partners): 'As we navigate through this pandemic, brands are challenged to pivot to provide a utility, adopt new technologies and continue to provide value and insight to consumers.' (9) Helping Brands Stand Out From The Crowd (Anna Crowe, Crowe PR): It will be an important part of an integrated marketing strategy to communicate brand stories and grow awareness and loyalty.' (10) Creating A Community (Dmitrii Kustov): 'They (brands) now have the opportunity to find real connections with their audience.' (11) Providing Immersive Experiences Via Influencers (Danielle Wiley, Sway Group): 'Influencers who provide enjoyable, immersive experiences boost brand visibility, build audience connections and drive action.' (12) Leveraging Augmented And Virtual Reality (Solomon Thimothy, OneIMS): 'Every company is ready for it. Apple and Android support it.' (13) Bridging The Gap With Video Demos (Francine Carb, Markitects, Inc.): 'By promoting technical experts as the heroes, customers can gain valuable insights, and companies can more intimately represent their brand.' Read on...

Forbes: How Will Experiential Marketing Evolve? 13 Experts Share Their Views
Author: NA