Liga Contra el Cáncer: I Use Sunblock

Peru ranks first in the world in matter of ultraviolet radiation, where skin cancer has been increasing alarmingly with about a thousand new cases of melanoma. To make people be aware and protect themselves, McCann Lima developed for Liga Contra el Cancer the initiative #YoUsoBloqueador (#IUseSunblock). So it painted with sunblock the faces on the billboards of 21 brands that advertise on the Panamericana Sur. This is the busiest highway among Lima and the country's coastline, where in summer season an average of one million 600 thousand vehicles with millions of people go to different Peruvian beaches .