The 'Shadow Wi-Fi' installation by Happiness Brussels was created in partnership with The Peruvian League Against Cancer. The interactive billboard connects beach goers to a free wi-fi network that will work as long as they are sitting in the shade.
Essentially, if wi-fi users spend too much time in the sun, their network will automatically stop working, making this publicity stunt a powerful lesson in skin cancer prevention. The creators of 'Shadow Wi-fi' describe skin cancer as "one of the fastest growing cancer forms in the world." While applying sunscreen helps prevent against sunburns, a balance between sun and shade is also key when staying safe.
Appealing to millennial beach goers -- who are likely to spend too much time in the sun while perfecting their tan -- this connected billboard makes a powerful statement with common technology.
Connected Skin Cancer Billboards
The 'Shadow Wi-Fi' Installation Promotes Illness Prevention
Trend Themes
1. Sun Safety Awareness - Opportunity for businesses to develop innovative campaigns that raise awareness about the dangers of sun exposure and promote safe sun practices.
2. Connected Billboards - Opportunity for businesses to leverage the power of connected technology to create new and engaging ways of messaging to their audiences.
3. Interactive Advertising - Opportunity for businesses to explore ways to make advertising more interactive and engaging through the use of technology.
Industry Implications
1. Advertising - Opportunity for advertising agencies to develop creative campaigns that utilize connected technology to deliver a powerful message.
2. Healthcare - Opportunity for healthcare providers to use connected technology to promote preventative care and educate the public about potential health risks.
3. Tourism - Opportunity for tourism boards and companies to implement innovative methods to promote sun safety and educate tourists about the potential dangers of sun exposure.