Happiness Brussels Launches ‘Shadow WiFi’ for Skin Cancer Prevention

By Erik Oster 

Happiness Brussels found a different approach to skin cancer prevention.

Instead of simply informing people of the dangers of UV rays and spending too much time in the sun during the summer months, the agency created a “Shadow WiFi” network, which only works when users are in the shade. The approach uses positive reinforcement to encourage healthy behavior preventing skin cancer, while also educating users, since they are provided with a series of educational information when they sign up and sent an email with even more details on skin cancer prevention. The initiative has already rolled out in conjunction with Liga Contra el Cancer (League Against Cancer) in Peru, but Happiness Brussels plans to extend the campaign internationally in the coming months by working with local cancer prevention agencies in locations including New Zealand and San Francisco.


“This age is all about putting people into action, which is exactly what Shadow WiFi does,” said Geoffrey Hantson, chief creative officer of Happiness. “It’s a very behavioural idea. It doesn’t just inform people about the dangers of too much sun. It gives them a really good reason to actually seek some shade: free WiFi. And at the same time we are of course informing them, and potentially preventing skin cancer.”