# Connected Skin Cancer Billboards The 'Shadow Wi-Fi' Installation Promotes Illness Prevention By Jana Pijak | Published 2015-10-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/skin-cancer References: [adweek](http://www.adweek.com/agencyspy/happiness-brussels-launches-shadow-wifi-for-skin-cancer-prevention/85870) & [youtube](https://www.youtube.com/watch?v=rvrH0bsU_Fo) The 'Shadow Wi-Fi' installation by Happiness Brussels was created in partnership with The Peruvian League Against Cancer. The [interactive billboard](https://www.trendhunter.com/trends/outdoor-advertising-campaign) 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](https://www.trendhunter.com/trends/canadian-dermatology-association). The creators of 'Shadow Wi-fi' describe skin cancer as "one of the fastest growing cancer forms in the world." While [applying sunscreen](https://www.trendhunter.com/trends/soho-houses) 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 26% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Sun Safety Awareness:** Opportunity for businesses to develop innovative campaigns that raise awareness about the dangers of sun exposure and promote safe sun practices. - **Connected Billboards:** Opportunity for businesses to leverage the power of connected technology to create new and engaging ways of messaging to their audiences. - **Interactive Advertising:** Opportunity for businesses to explore ways to make advertising more interactive and engaging through the use of technology. ### Sectors Adopting This - **Advertising:** Opportunity for advertising agencies to develop creative campaigns that utilize connected technology to deliver a powerful message. - **Healthcare:** Opportunity for healthcare providers to use connected technology to promote preventative care and educate the public about potential health risks. - **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. ## Related on Trend Hunter - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Sun-Framing Billboards](https://www.trendhunter.com/trends/daily-dose-of-vitamin-d.md) - [Wearable Skin Protection Devices](https://www.trendhunter.com/trends/wearable-uv-detector.md) - [Printed Sunscreen Posters](https://www.trendhunter.com/trends/sun-safety-poster.md) - [Edible PSA Cookies](https://www.trendhunter.com/trends/diagnosticookies.md) - [Heroic Sunscreens](https://www.trendhunter.com/trends/evil-ray.md) - [Sun Safety-Promoting Initiatives](https://www.trendhunter.com/trends/sun-safety.md) - [GenAI Sunscreen Tests](https://www.trendhunter.com/trends/spf-truth-booth.md) - [Melanoma Signs-Inspired Snacks](https://www.trendhunter.com/trends/diagnosticookies1.md)