The #nofilter hashtag is used thousands of times every day in Brazil, where it was translated as #semfiltro. But in Portuguese, saying “SEM FILTRO” is like saying “NO SUNSCREEN”. So, we decided to "hack" #semfiltro to fight skin cancer. We’ve created a hashtag response: #poefiltro, something like "WEAR SUNSCREEN".

By tracking all photos using the hashtag #semfiltro (#nofilter), we could generate custom comments for each of them, based on the situation of each picture. Always saying this main message: a photo without filter is ok, but the skin needs sunscreen, so #poefiltro (#wearsunscreen). Encouraging the use of #poefiltro instead of #semfiltro, we had the opportunity to warn people about the importance of sunscreen against skin cancer.

During the action the hashtag #poefiltro soon began to be used spontaneously in thousands of new photos. In addition, many people and celebrities have shown support by posting photos with the campaign symbol: a # drawn on the skin with sunscreen. Until the last count, there were more than 522 thousand interactions (likes + shares + comments + views) and more than 32 million people impacted, all this without a single publipost or paid media on Instagram.