Liga Contra El Cáncer Perú: 100 Kilómetros de Prevención

The Peruvian League Against Cancer, a non-profit institution, launched a campaign in Peru to raise awareness of the importance of using sunscreen.

Summary

Every summer, the Pan American Highway South of Lima, Peru, receives an average of 1.6 million vehicles, since it is the only route to reach the beaches south of the city. This area is characterized by having the most expensive and competitive public road locations in Peru and of the year, even transnational mass-consumption advertisers spend 5% of their annual advertising budget on the advertising panels that are placed on this road.

In only 100 km of the South Pan American Highway, there are 500 advertising panels with advertisements regarding mass consumption, gastronomy, local tourism, the sale of houses,...

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