Shadow Wi-Fi educates audiences on the dangers of excessive sun exposure

Happiness Brussels’ new safety awareness campaign, Shadow Wi-Fi, provides beach goers with protection from the sun in a bid to prevent skin cancer. The new initiative, launched on the Playa Agua Dulce in Peru, urges sun addicts to choose between improving their tan and getting free internet connection in the shade.

The series, soon to launch across beaches worldwide, teaches audiences about the dangers of excessive exposure. The ad agency, together with the Peruvian League Against Cancer, have found an innovative and effective way to edify audiences without resorting to shock tactics. Before users can access the hotspot, they must register to Shadow Wi-Fi and read up on the dangers of sun-bathing during the peak time of 12pm-4pm. Allowing more than 250 users to connect to the network at one time, the vast blue structure, only emits Wi-Fi connection within its shadow throughout the day.

"This age is all about putting people into action, which is exactly what Shadow WiFi does, said Chief Creative Officer of Happiness, Geoffrey Hantson. "It doesn’t just inform people about the dangers of too much sun. It gives them a really good reason to actually seek some shade: free WiFi. And at the same time we are of course informing them, and potentially preventing skin cancer."

This month, The Shit Museum founded by farmer Gianantonio Locatelli, devised its own unconventional educational methods with its innovative promotion of organic waste.  In a generation saturated with competitive campaigns, designers are persistently conjuring original ways to engage and captivate audiences.