Free Wi-Fi offered to beach-goers – but it only works in the shade

By on Wednesday, May 13, 2015

A good campaign with a serious health message, this.

On the Playa Agua Dulce in Peru, a ‘shadow Wi-Fi’ network has been set up that only works in the shade, encouraging beach-goers to stay safe between the most harmful hours of sunshine, to both raise awareness of and help prevent skin cancer.

The campaign and technology were created by Happiness Brussells, launched with the support of the Peruvian League Against Cancer. A big blue structure – which – downside – looks pretty ridiculous and takes up a lot of space, provides free Wi-Fi access to up up to 250 people in its shade, possible thanks to a directional antenna which ensures Wi-Fi is only delivered in its shadow.

beach wi-fi

According to this on PSFK, ‘a sensor tracks the movements of the sun throughout the day, changing the rotation of the Wi-Fi antenna. When the sun moves and the shade shifts, so must Wi-Fi seekers’.

Happiness has released access to the software for non-profit use so cancer foundations around the world can set up the system, without needing technical knowledge. It’s hoped a series of the networks will soon be launched in San Francisco, New Zealand, and across beaches worldwide.

It has to be said – it’s a pretty sad state of affairs when free Wi-Fi is the only thing powerful enough to make people give a shit about not getting cancer, but such are the times.

Credit: thanks again to Psiad’s Laura Wilkey for emailing me with this

Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...