Sun worshippers are offered a reward for relaxing in the shade to bring awareness and help prevent skin cancer. "Shadow WiFi" stations are popping up on beaches, offering free WiFi to folks who relax in the shade. Developed by ad agency Happiness Brussels, the first installation launched at the Playa Agua Dulce beach resort in Peru, in conjunction with the Peruvian League Against Cancer. New Zealand and San Francisco beaches are next to receive installations.
The Shadow WiFi system, developed by Happiness technologists, uses a narrow-beam directional WiFi antenna custom-designed to deliver WiFi only to a designated shadow area. Users lose the connection if they move away from the shade. The cancer association gets analytics on how much time users spent on the network and out of the sun. Each system can provide WiFi for up to 250 simultaneous users. See how it works here. The agency has opened access to the software to organizations for not-for-profit use.