Sol de Janeiro is a sunscreen brand that embraces the Brazilian beach culture and takes the skin care of youth very seriously. The problem is, Brazilian youth seem to care more about getting a tan than having healthy skin.

In fact, skin cancer is the most common form of cancer in Brazil, with over 140,000 new cases diagnosed each year. In recent years, this incidence has increased in 74% among the younger population.

In order to make Brazilian youth aware of this growing problem, Sol de Janeiro asked for the help of those who are closest to youth's skin: their tattoo artists.

It was a effective way to reach the young people about this issue and at the same time we could to strengthen the brand positioning by showing how the Sol de Janeiro cares about healthy skin and problems related to sun effects.

The plan came to life in partnership with A.C. Camargo, one of the most respected Cancer Institutes of the world. We created a training program to teach tattoos artists how to distinguish skin problems. The program started in Rio de Janeiro and São Paulo and was extended all over Brazil via a streaming online course.

PR helped us launch the campaign, with the new news release about the first training conducted with tattoo artists, the overall objectives of the program and the unusual way used to reach the youth target. Both tattoo artists and their clients participated in the campaign telling their personal experiences to journalists from media companies , which then received national

coverage. Media efforts were then kicked-off with a combination radio, outdoor, print, beyond the strong participation of digital and social.

Over 200 tattoo artists have been certified in Rio and São Paulo.

250 tattoo artists from all over Brazil, participated through the online course.

450 tattoo artists x average 6 clients a day=18.900 increase per week of people getting a skin

cancer check since before the campaign.

Thanks to their tattoo artists, many people that had never visited the dermatologist had an early

skin cancer diagnosis.

Sol de Janeiro consolidated itself as the sunscreen brand that really takes care of young

people's skin in Brazil.

The Project was featured in the main national news programs and thousands of blogs.