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.

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

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.

The activation went alive for 3 months during the summer high season.

The towers rotated along the most visited beaches in the Argentinean Atlantic Coast during the summer months.

Since part of the target would also be reachable in the city, after the first month, the action was adapted to go live in Buenos Aires City and Cordoba in order to reach more contacts.

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.

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).

Still, lifeguards at the beach try to protect the swimmers from the sea and not from something a lot more dangerous like UV rays. That´s why we decided to put someone in charge of protecting them from the Sun as well, the Sun Lifeguards.