This skin cancer prevention campaign painted sunblock on all the faces on billboards along a main highway

Peruvian cancer charity Liga Contra el Cáncer has painted sunblock onto all the faces of models in billboard ads along one of the country's main highways in a summer skin cancer prevention campaign.

Peru has the highest UV radiation levels in the world and has seen a recent increase in cases of melanoma. So to highlight the need for sunblock, agency McCann Lima partnered with 21 brands that advertise on the Panamericana Sur, the busiest highway linking Lima and the country's beaches, to hijack their billboards with the addition of sunblock. The advertisers, who all gave their support to the effort, include Coca-Cola, Ford, Diners Club, Pepsi and Huggies, as well as local brands such as Inca Kola and Banco Pichincha.

“With this idea we would like to have kilometers of billboards calling people to protect themselves, so nobody can have excuses to forget to use sunblock as all the models show their skin protected," said Christian Caldwell, chief creative officer at McCann Lima in a statement. "It was awesome to get .. brands involved in an idea which has an important social purpose,"