Transforming sun protection awareness through waterborne sampling that reached consumers where UV exposure doubles. We brought La Roche-Posay’s advanced Anthelios UVMUNE SPF50 sunscreen directly to consumers on Copenhagen’s harbor, where water reflection can double UV exposure. A custom-designed Anthelios boat spent the entire month of June roaming the harbor, intercepting locals and tourists at peak exposure moments with free samples and education. Combined with festival activations at Musik i Lejet and Heartland we created a comprehensive approach that delivered sun protection awareness when and where people needed it most. Proving that effective health marketing meets consumers at their moment of vulnerability.