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By Tony Connelly, Sports Marketing Reporter

May 25, 2016 | 2 min read

Intel is marketing its technological expertise in a new documentary which shows the company’s contribution towards tackling one of the most pressing issues facing humanity today, saving the bees.

Titled ‘Bees with Backpacks’ the short documentary shows how Intel’s Edison Technology is helping scientists desperately trying to solve the global decline in the population.

It follows Dr Paulo de Souza, a science leader with Australia’s Commonwealth Scientific and Industrial Research Organization, and his work which uses tiny Intel tracking devices, like backpacks, on the bees to help determine the impact which climate change, pesticides and parasites are having on the rapidly declining bee colonies.

"Bees are dying," said Teresa Herd, vice president global creative director at Intel.

"As bees go away, we go away. Intel has a product that is helping to figure out what is happening with the bees. We felt it was a really compelling story that needed to be told."

Discussing the wider strategy of marketing through storytelling Herd said Intel “has taken a shift to really start talking about the amazing experiences that are enabled by Intel".

She added: "It was important for us to understand the storytelling opportunities, and how to bring them to life in a way that is impactful, emotive and powerful.

"From a brand standpoint, we hope that when people have to make a decision for themselves or for their company, they will think 'Intel -- they are doing amazing things and I want to be part of that.'"

The film was created by Intel’s in-house content production studio Intel Global Production Labs (IGPL) and is part of a documentary series called “Meet the Makers” which showcases the wide ranging and practical uses of Intel’s technology.

Earlier documentaries in the series feature an engineer who built an Ebola-proof tablet, a DJ who incorporated laptop technology into a turntable and an eighth-grader who designed a braille printer.

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