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.