During the summer with the highest solar radiation in the past decade the League Against Cancer wanted to raise awareness on the negative effects of the sun and prevent skin cancer.

With the help of Flavio Solorzano, an influential Peruvian chef with a strong presence in local media and a TV show of his own, we introduced The Solar BBQ: a specially designed grill that cooks any kind of meat with the power of the sun.

A series of 20 events helped us gather people in different beaches and show them how the grill works, only that when we invited them to taste the meat it contained a message in the grill marks: beware of the sun.

Through a press event we presented a 2 minute spot summarizing the campaign and thanks to the presence of Flavio Solorzano the video went viral, generated buzz and caught the attention of local media including La Republica, Perú's most influential newspaper.

Demonstrating the power of the sun before the eyes of the spectators dramatizes the issue and makes its dangers obvious. Receiving the message on the very meat cooked by the sun causes a much more effective and polemic impact. Besides, the fact of having captured the public’s attention in the precise place where they are the most exposed to the sun directly involves them in the issue, thus enabling awareness.

By visiting the 20 most popular beaches during summer, we reached approximately 12 thousand spectators. 100% of the spectators received a sample of sunscreen, which they immediately applied on their skin.

Recording of the event had great repercussion right from its launch and was even shared by well-known artists and athletes.

Taking into account the reception by the media and the impact in social networks, we achieved the equivalent of over 200 thousand dollars worth of free advertising, with 99% positive impact, causing skin cancer to be an issue discussed by all.