Shadow Wifi clearly targets an audience who’s actively in danger: people on the beach. Skin cancer is the fastest growing form of cancer in the world. And instead of flatly informing them, we activated them and gave them a good reason to engage and seek some shadow: free wifi. To get connected, they had to register on a webpage with all the prevention information needed, allowing us to prolong the relationship and keep them updated on the dangers of skin cancer.

Skin cancer is the fastest growing form of cancer in the world. When hitting the beach to get a tan, most people don’t realise that putting lots of sunscreen on is not enough. Especially between noon and 4pm, they should also seek some shadow every now and then. The Peruvian League Against Cancer wanted to actively make people seek some shadow.

Via the Peruvian League Against Cancer, SHADOW WIFI was recently introduced in Peru because the UV problem is at its highest in the Latin American countries. Hundreds of Peruvians engaged and made use of our shadow. Which allowed us to protect and inform them. In the coming months, Shadow Wifi will also be set up in other places such as New Zealand and San Francisco, with the local foundations against cancer. Aim is to make the Shadow Wifi hardware open source and to have a global network of free Shadow Wifi. Preventing Skin Cancer.

We grabbed the right target audience at the right moment at the right place: the beach. And instead of flatly informing them about the dangers and advise them to seek some shadow, we changed their behaviour and gave them a really good reason to seek some shadow: free Shadow Wifi. By doing so, we protected and informed them, preventing skin cancer.