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.

We reached an 82% of coverage due to the visibility and placement of the activation.

The visits to LALCEC´s website, filled with prevention related information, grew 32%.

Also, more than 30.000 vacationers were tested in our prevention towers. We could also detect a change in the target´s behaviour taking in account a 26% rise in the Sun Blockers sales, compared to previous year.