The main objective of this idea was to raise skin cancer awareness among the millions of summer vacationers in Argentina. The main insight is that at the beach lifeguards protect you from the dangers in the water, but no one protects you when you are taking an unprotected sunbath. Taking in account that the number of annual deaths caused by skin cancer is by far larger than the number of deaths by drowning (1 drowning=3 skin cancer deaths) we decided to put someone in charge of sun protection.

The execution made the point: we installed watching towers facing the sand, where everyone is exposed to UV rays, and the Sun lifeguards were in charge of protecting the vacationers.

In order to execute this idea we had to build 8 watching towers that look exactly the same as the conventional lifeguards ones. Then we gathered a team of dermatologists that would play the part of Sun Lifeguards. Lastly, we talked with the beach resorts and installed the towers facing the opposite way the normal ones do. These 8 towers rotated all along the coast, covering a total of 76 beach resorts.

Our Sun Lifeguards and their towers allowed L.A.L.C.E.C. to deliver a very important message at the exact place and time their audience most needed it, when they were at risk.

In order to execute this idea we built 8 watching towers that looked exactly the same as the conventional lifeguard's ones.

We counted on a staff of dermatologists that played the part of Sun Lifeguards.

We also created a suitable code of pennants indicating the level of protection and care needed by different types of skin.

We contacted several beach resorts permission to install the towers facing the opposite way the normal ones do. These 8 towers rotated all along the Argentinean coast, covering a total of 76 beach resorts.

The coverage amongst the vacationers was of 82% due to the visibility and placement of the activation. The visits to LALCEC´s site, filled with prevention related information, grew 32%. Also, more than 30.000 vacationers were tested in our prevention towers. We can also detect a change in the target´s behavior taking in account a 26% rise in the Sun Blockers Sales.