|Title||The Awareness billboard 2|
|Campaign||The Awareness billboard|
|Advertiser||Fundación Jóvenes contra el cáncer|
|Brand||Fundación Jóvenes contra el cáncer|
|Date of First Broadcast/Publication|
|Business Sector||Medical Equipment|
|Tagline||Don't let your skin go through this.|
|Story||Raise AWARENESS on how to have a save sun exposure, and show the consequences of not doing so.|
|Philosophy||Carludovica palmata, better known as paja toquilla, goes through a cooking process and then it is left to dry under sunlight, before it can be used to manufacture paja toquilla hats. Historically our ancestors use this kind of hats to protect themselves from sunlight exposure.|
|Problem||Ecuador is a subtropical country located on the equatorial line of the world. Its geographic location increases the exposure of its inhabitants to Uv radiation. *The carludovica palmata, better known as paja toquilla its a a plant which is endemic to tropical forests, for it to be use for craft it has to go through a process in which it is first cook in boiling water (100oC) on a log fire, the idea is to eliminate the plant's chlorophyll and therefore take away its green color. This process takes about 2 hours, afterwards it is left on the sun to dry out. The straw (paja) slowly dries out and whitens due to the uv rays it receives from the sun. This process is going to be use in this campaign as a way to communicate to the public.|
|Result||In collaboration with Fundacion Jovenes contra el cancer we created the Awareness Billboard, a billboard that slowly changes its color do to prolong sunlight exposure.|
|Deputy Executive Creative Director||Jimmy Landaburu|
|Account Executive||M.I. Amaya|
|Graphic Designer||BROSS STUDIO|
|Director of Photography (DOP)||BROSS STUDIO|
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