Title	SHADOW WIFI
Brand	STICHTING TEGEN KANKER/FONDATION CONTRE LE CANCER
Product/Service	AWARENESS ORGANISATION TO PREVENT SKIN CANCER
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	HAPPINESS BRUSSELS, BELGIUM
Advertising Agency	HAPPINESS BRUSSELS, BELGIUM
Production Company	MOXY POST PRODUCTION Brussels, BELGIUM

Name	Company	Position
Karen Corrigan	Happiness	Executive Creative Management
Geoffrey Hantson	Happiness	Chief Creative Officer
Kris Hoet	Happiness	Chief Innovation Officer
Elke Janssens	Happiness Brussels	Managing Director
Philippe Fass	Happiness Brussels	Creative Director
Laurie Lacourt	Happiness Brussels	Concept Provider/Art Director
Catherine Hermans	Happiness Brussels	Concept provider/Copywriter
Pascal Kemajou	Happiness Brussels	Group Account Director
Dominique Van Doormaal	Happiness Brussels	Creative Producer
Bart Vande Maele	Happiness Brussels	Agency Producer
Gregory Ellinger	Happiness Brussels	Graphic Designer
Emilie Wauthelet	Happiness Brussels	Graphic Designer
Laurie Lacourt	Happiness Brussels	Graphic Designer
Mathias Mallentjer	Production Office	Event producer
Simon Schuurmans		Film Director
Ward Van Ooteghem	In Any Events	Wifi Hardware Specialist
Jacques Aragonés	FCB Mayo	General Producer
Tomas Cortes	FCB Mayo	BTL Supervisor
Sebastian Salinas	FCB Mayo	Director

Brief Explanation

Skin cancer is the fastest growing form of cancer. When hitting the beach to get a tan, people don’t realise that putting on sunscreen is not enough. They should seek some shadow now and then. We needed an idea that actively got people in the shade and had the potential to create talk-value. Instead of flatly informing people, we created our own medium and gave them an incentive to change their behavior: Free Shadow Wifi. Helping them to avoid expensive roaming. To connect they had to register on a webpage with prevention information, allowing the foundations to prolong the relationship, inform and keep people updated.

Results and Effectiveness

SHADOW WIFI didn't only inform people, but changed behavior. Shadow Wifi received more than 200 registrations per square meter of shadow per day, followed by thousands of follow-up emails. Allowing the foundations to inform people about the dangers and prolong the relationship. Offering an average of 6000 hours of free content weekly. More important, SHADOW WIFI got picked up by the press, massively, resulting in an earned media reach of 200 million contacts. SHADOW WIFI will also be set up in Australia and the U.S., with local foundations. As an open source idea SHADOW WIFI is being solicited by Cancer Foundations worldwide.

Creative Execution

Special Wifi-hardware was designed to follow the position and movement of the sun during the day, a very narrow-beam WIFI antenna delivered WIFI in the shadow zone only. Our own medium - Special towers - was designed, offering free Shadow WIFI for the beachgoers, communicating the message in a striking way, on the most relevant place: the beach. People had to register on a webpage, which allowed the foundation to not only inform but also to prolong the relationship with follow-up emails. But more important, SHADOW WIFI quickly got picked up by the press, resulting in an estimated Earned Media Reach of 200 million contacts.

Insights, Strategy and the Idea

SHADOW WIFI targets an audience who's actively in danger: people on the beach. Skin cancer is the fastest growing form of cancer. When hitting the beach to get a tan, people don't realise that they should regularly seek shadow. This is why we created SHADOW WIFI, offering free wifi in the shadow. The SHADOW WIFI Towers where first set up in Peru for the Peruvian League Against Cancer followed by Belgium, for Stichting Tegen Kanker. To connect, people had to register on a webpage, which allowed the foundations to inform and prolong the relationship. SHADOW WIFI will also be set up in Australia and the U.S., with the local foundations.