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."
Why This Trend Is Growing
- Sun Safety Awareness
- Opportunity for companies to develop innovative sun protection products and educational campaigns promoting sun safety.
- Health-focused Advertising
- Increasing trend of health organizations using provocative advertising campaigns to raise awareness about preventable diseases.
- Creative Outdoor Advertising
- Growing trend of utilizing unconventional outdoor spaces for advertising campaigns to capture people's attention.
Industries Being Reshaped
- Skincare
- Disruptive innovation opportunity in creating advanced sunblock formulations with enhanced protection against harmful UV rays.
- Advertising
- Opportunity for ad agencies to create impactful campaigns that not only promote a product or service, but also raise awareness about important health issues.
- Public Health
- Innovative approaches in public health campaigns to educate the public about the dangers of sun exposure and encourage preventive actions.
