Arequipa, a city in Peru, experiences some of the highest levels of radiation in the world due to various geographical factors.
To address this, Arequipeña, (AB InBev’s regional beer in Peru), and VMLY&R Peru collaborated to create the Arequipeña Bottle Tiles. The initiative used the UV 400 protection of Arequipeña beer bottles to provide protection to the citizens of the region. (UV protection already made in the bottle glass to protect the beer).
By transforming the bottles into tiles, they placed them in various locations such as local bus stops, cafes and bars, aiming to raise awareness about the dangers of radiation and provide the community with protection. A QR code on the tiles enables people to access tips on sun care and schedule a skin cancer screening via a partnership with the NGO Por Un Perú sin Cáncer (For a Cancer-Free Peru).
“Our people will always be the most important thing to us,” stated Diego Devoto, Director of Arequipeña Beer (AB InBev). “That’s why we believe it’s vital to increase awareness of this issue. “Our bottles, carry the protection that the people in Arequipa need to conduct their daily activities while protected from sun radiation.”
Tin Sánchez, ECD at VMLY&R Peru, emphasized the importance of the initiative, saying that while Arequipa has the highest radiation levels in the world, it also has a responsibility to inform, generate conversation, and prevent the risks associated with radiation exposure.
