ORANGE DECEMBER
SUNDOWN / JOHNSON & JOHNSON

Project nature: Public Affairs / Awareness
Role: Creative Insight / Visual Concept 


Situation
The Orange December campaign, organized by the Brazilian Society of Dermatology (SBD), promotes awareness about the risks of skin cancer, guiding the population to maintain adequate sun protection habits (photoprotection) and to regularly visit the dermatologist to obtain a specialized assessment.


Task
Sundown, the first sunscreen brand in Brazil, sought to support this campaign by bringing an impactful action to the public of São Paulo, Brazil's largest city, highlighting the importance of protecting the skin from the sun's rays.

When analyzing public behavior, we realized that people use sunscreen when they go to the beach, but not in the city, not even when they go to parks and other outdoor sites.

In addition to this, we saw studies revealing that UV rays in urban centers are as intense than on the beach, and from there we had our message: The sun in everyday life is the same as on the beach.


Action
To make this message visible, we transformed an area of ​​the Villa Lobos park into a beach, installing 140 beach chairs were with educational messages warning about the dangers of the sun also in urban areas.

Healthcare professionals were on site to answer questions and deliver information material, and free sunscreen was available for anyone who wanted to start their protection routine right there.

Furthermore, we formed a partnership with Yellow, a bike sharing company, offering free rides to those who were heading to the park on the days of the action, in addition to informing app users about the importance of using sunscreen when cycling.


Results
 In addition to the people who saw and interacted with the installation in the park, the action promoted 12.5k free bike rides in addition to 252k people impacted on the Yellow app and Instagram during the period.