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.

In order to generate awareness among the summer vacationers, the Sun Lifeguards targeted people from their towers who sunbathed without protection and gave them both, sun blocker and advice. This is how the message was delivered at the exact place and time they most need it.

The coverage amongst the vacationers was of 82% due to the visibility and placement of the activation. The visits to LALCEC´s site, filled with prevention related information, grew 32%. Also, more than 30.000 vacationers were tested in our prevention towers. We can also detect a change in the target´s behavior taking in account a 26% rise in the Sun Blockers Sales.

- Our Sun Lifeguards and their towers allowed L.A.L.C.E.C. to deliver a very important message at the exact place and time their audience most needed it, when they were at risk. After the towers were built they started rotation along the Atlantic coast for the period of the 3 summer months. After the first month, the action was adapted to the city of Buenos Aires and Cordoba due to its success.