Dark street corners and alleyways may seem full of thieves, murderers and rapists, but the League Against Cancer campaign attempts to show people that there is a more dangerous culprit out there and he strikes during the day. That culprit happens to be the sun. While darkened cities do have a seedy underbelly, attacks are not as common as sunburns or, sadly, cancer.
The League Against Cancer campaign was conceived and executed by the Young & Rubicam ad agency branch based in Lima, Peru. Art directed by Edher Espinoza with creative direction by Flavio Pantigoso, the campaign's copy was written by Daniel De León and Gino Bernabé. One reads, "Sport fields are more dangerous at 12."