Taking advantage of the increasing concern about the diminution of the ozone layer, which increases the risks of getting skin cancer, the agency created a campaign in which towels with designs such as hot coal and grills printed on them were distributed among bathers at the beach. This action caused the bathers to feel as if they were being literally burnt while sunbathing.

Promoters distributed a pamphlet together with the towels and invited the bathers to visit a stand to give them more information and enrol them as new contributors.

The budget allowed us to distribute 1,000 towels. 6,120 new contributors were enrolled, exceeding the objectives of the campaign by 206%.