The Ministry of Public Health needed to create an awareness campaign about the irreversible damage of UV rays from the sun exposure in the skin, especially on the delicate skin of babies. The most of Quito's population don´t know the real magnitude and effect of the problem and don´t take actions to prevent any damage.

In a very raw and straightforward way, we decided to show the people of Quito the importance of this matter and the irreversible damage of sun exposure in babies.

We gave thousand of flyers to people that got close to where the action was being held. The 1800 line received more calls than ever. Dozen schools in Quito reported kids going to school wearing sunblock and hats outside the classrooms.