Peru's not on the list of countries with the most hours of sunlight, nor is it one of the hottest and its capital usually has a cloudy sky, even in summer. 

But ironically, it receives more ultraviolet radiation than any other country in the world.

Every summer the League against Cancer create a campaign to promote the use of sunscreen. However, the number of new cases of skin cancer only increases.

That's why in 2020 the League Against Cancer instead of doing one campaign, decided to take over all the others.

Most Peruvians spend their summer at the beaches in the south of Lima, which are reached via a highway lined with hundreds of billboards.   

And we've put sunscreen on every single one, to make it clear that, if you're outdoors, you need to protect yourself — no excuses.

Major global and local brands joined us.

At the toll, people received information explaining the activation.

Each brand that got involved helped spread this initiative to their networks.

With just $10,000 and support from dozens of brands, we got everyone's attention.