La Liga Contra el Cáncer, a public health initiative, used a roadside billboard campaign in Peru to raise awareness about the harmful effects of ultraviolet radiation, and communicated the dangers of unprotected exposure to the sun.
Spearheaded by McCann Lima, the campaign piggybacks on existing billboards peppering the South American nation’s main coastal highway, which draws an average of 1.6m journeys as Lima residents decamp to the beach.
McCann painstakingly daubed sunscreen on every face depicted by 21 different brands currently advertising along the Panamericana Sur, including Coca-Cola, Ford and Pepsi.
Peru is subject to the highest incidences of ultraviolet radiation in the world, fueling an alarming rise in skin cancer rates.#IUseSunblock has the support of Unique and the active participation of companies such as AFP Habitat, Banco Pichincha, Coca-Cola, Culqi, Diners Club, Entel, Euroamerican College, Ford, Glovo, GrupoLíder, Grupo Norte, Huggies, Inca Kola, Kativa, Kio, LOA, Magnesol, Pepsi, Ripley Smart Fit and Yape.
La Liga Contra el Cáncer was founded in Florida in 1975. The League Against Cancer was modeled after a similar organization that began in 1925 in Havana, Cuba and grew to include a world renowned oncology center and operated until the Cuban Revolution in 1959. It serves as an intake and treatment facility for individuals who have been diagnosed with cancer. Once determined to be eligible for services, patient receive the appropriate services at no cost. Services are provided at the League’s own facility, in private physicians’ offices and at local hospitals.