The main objective of this idea was to raise skin cancer awareness among the millions of summer vacationers in Argentina. The main insight is that at the beach lifeguards protect you from the dangers in the water, but no one protects you when you are taking an unprotected sunbath. The execution made the point: we installed watching towers facing the sand, where everyone is exposed to UV rays, and the Sun lifeguards were in charge of protecting the vacationers.

We reached an 82% of coverage due to the visibility and placement of the activation.

The visits to LALCEC´s website, filled with prevention related information, grew 32%.

Also, more than 30,000 vacationers were tested in our prevention towers. We could also detect a change in the target's behaviour taking in account a 26% rise in the Sun Blockers sales, compared to previous year.

In order to execute this idea we built 8 watching towers that looked exactly the same as the conventional lifeguard's ones.

We counted on a staff of dermatologists that played the part of Sun Lifeguards.

We also created a suitable code of pennants indicating the level of protection and care needed by different types of skin.

We contacted several beach resorts permission to install the towers facing the opposite way the normal ones do. These 8 towers rotated all along the Argentinean coast, covering a total of 76 beach resorts.

Our target was everyone at the beach who didn't know that the sun is as dangerous as the sea. Our towers and lifeguards showed them in a simple and clear way that we all should guard ourselves from the sun. And this message was delivered at the exact place and time they most need it.