Peru has the highest ultraviolet radiation in the world. It also has a rapidly growing rate of new cases of melanoma.

With summer approaching, McCann Lima has created an awareness campaign for Liga Contra el Cáncer (League Against Cancer). A campaign that Peruvians can’t ignore – the partners have hacked the billboards of twenty-one brands that advertise on the Panamericana Sur, the busiest highway in Lima. The campaign, #YoUsoBloqueador (#IUseSunblock), has painted sunblock on all the faces on the billboards.

During summer, an average 1,600,000 vehicles travel on the road that runs along the coastline on the way to Peru’s beaches.

“With this idea we have kilometres of billboards calling people to protect themselves, so nobody has an excuse for forgetting to use sunblock as all the models show their skin protected. It was awesome to get dozens of brands involved in an idea which has an important social purpose. It´s a way of saying that all of us have to be involved,  that it´s a cross-sectional task; while letting brands be meaningful in people´s lives,” noted Christian Caldwell, chief creative officer of McCann Lima.

“This summer, we have decided to do a unique and never seen before action in our country to share an important prevention message to the swimmers and summer visitors,”  stated Damary Milla, general manager of Liga Contra el Cancér.

#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, Grupo Líder, Grupo Norte, Huggies, Inca Kola, Kativa, Kio, LOA, Magnesol, Pepsi, Ripley Smart Fit and Yape.