Sol de Janeiro is the sunscreen brand that embraces the Brazilian beach culture and is proud of taking responsibility for the skin of youth.

The problem is that Brazilian youth seem to care more about getting a tan than healthy skin. In fact, skin cancer is the most common form of cancer in Brazil, with over 140,000 new cases diagnosed each year. In recent years, this incidence has increased in 74% among the younger population.

In order to make Brazilian youth aware of this growing problem, Sol de Janeiro asked for the help of those who are closest to youth’s skin: their tattoo artists In partnership with A.C. Camargo, one of the most respected Cancer Institutes in the world, we created a training program to teach the tattoo artists how to distinguish skin problems.

Over 200 tattoo artists have been certified in Rio and São Paulo.

250 tattoo artists from all over Brazil, participated through the online course.

450 tattoo artists x average 6 clients a day=18.900 increase per week of people getting a skin cancer check since before the campaign.

Thanks to their tattoo artists, many people that had never visited the dermatologist had an early skin cancer diagnosis.

Sol de Janeiro consolidated itself as the sunscreen brand that really takes care of young people’s skin in Brazil.

The Project was featured in the main national news programs and thousands of blogs.

Tattoo Skin Cancer Check was an integrated campaign that we launched. It started with PR playing its role , which helped the idea gain visibility and scale. It leveraged us onto primetime TV’s, and the campaign was presented reported on by many influential news programs in Brazil.

Beyond this, media efforts were kicked-off with a combination of OOH, print, posters and digital channels with the goal to motivate the Brazilian youth to find about the project and direct them to tattoo artists who completed the training program. Therefore, the tattoo artists were able to spot possible signs of skin cancer in advance, while doing their tattoos.

The program started in Rio de Janeiro and São Paulo, and due to the program’s success, it expanded all over Brazil via a streaming online course.