Brazilian youth in general, who seem to care more about having a tanned skin, than exactly a healthy one. In fact, skin cancer is the most common cancer in Brazil, with over 140,000 new cases being diagnosed each year, an incidence that increased in 74%, among the younger population.

Sol de Janeiro is a sunscreen brand that embraces the Brazilian beach culture and takes the skin care of youth very seriously. The problem is, Brazilian youth seem to care more about getting a tan than having 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.

It was a effective way to reach the young people about this issue and at the same time we could to strengthen the brand positioning by showing how the Sol de Janeiro cares about healthy skin and problems related to sun effects.

Our goal was to strengthen the emotional link of Sol de Janeiro with its target audience, Brazilian upscale youth. We needed to bring attention and relevance to the brand, taking it into new arenas. To do so, we knew we had to be disruptive in our approach, in order to gain a disproportional amount of earned media around the story we have told.

The plan came to life in partnership with A.C. Camargo, one of the most respected Cancer Institutes of the world. We created a training program to teach tattoos artists how to distinguish skin problems. The program started in Rio de Janeiro and São Paulo and was extended all over Brazil via a streaming online course.

PR helped us launch the campaign, with the new news release about the first training conducted with tattoo artists, the overall objectives of the program and the unusual way used to reach the youth target. Both tattoo artists and their clients participated in the campaign telling their personal experiences to journalists from media companies , which then received national

coverage. Media efforts were then kicked-off with a combination radio, outdoor, print, beyond the strong participation of digital and social.

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.

As the project and research process started, we discovered a big opportunity to leverage the brand into a much bigger conversational space, showcasing the importance of skin cancer screening and prevention for a new generation Brazilian youth who are routinely affected by the sun. This became our strategy, as we took the brand into a white space, one we could actually come across in an authentic way.

The novelty around using tattoo artists as protagonists was central to our PR efforts that came across the program, from its launch to realization, helping us achieve exposure on the countries main media circuits. Our digital PR strategy also identified key influencers in the tattoo universe, to make the most out of their relevance and helped get our story across

Sol de Janeiro is a charming underdog in a category of massive global brands and corporations.

We challenged conventions of the market and cut across the clutter, making the most out of a

comparatively small budget.

In this scenario, PR played a critical role of providing traction and bringing media attention to the

overall population. Tattoo Skin Cancer Check not only strengthened the brand image among

young people, but also changed the agenda of the category as a whole. The program generated

buzz for the up start Sol de Janeiro brand.