Date: Feb 2020
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Peru ranks first in the world for ultraviolet radiation, and skin cancer has been increasing alarmingly with around a thousand new cases of melanoma.

To make people more aware of this issue, and the need to protect themselves, McCann Lima developed the initiative #YoUsoBloqueador (#IUseSunblock).

And painted sunblock onto the faces on the billboards of 21 brands that advertise on the Panamericana Sur.

This is the busiest highway in Lima and on the country┬┤s coastline, where in the summer season an average of 1.6m vehicles take to the road to travel to the country's beaches.