The number of annual deaths caused by skin cancer is by far larger than the number of deaths by drowning (In 2014, there were 274 drowning deaths in Argentina, while there were 860 skin cancer deaths)

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.

Taking in account that the number of annual deaths caused by skin cancer is by far larger than the number of deaths by drowning ( 1 drowning=3 skin cancer deaths) we decided to put someone in charge of sun protection.

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.