Corporate meal vouchers are well-known in Europe. In Italy, they’re called buoni pasto and La Roche-Posay has adopt the voucher system in a campaign by BETC as part of its commitment to improve public health behaviour. It’s a UV ticket that acts as a subsidy for sunscreen for outdoor workers, helping employees cover its cost, with the expense partially supported by their employer, just as meal vouchers help cover food. By enabling companies to contribute directly, Buoni Sole transforms sun protection from a personal expense into a shared responsibility and a standard workplace benefit.
In Italy, more than 4 million people work outdoors every day (Source 1: Eurostat, Source 2: EU-OSHA), exposed to long hours under intense sun and UV rays. From construction sites to fields, vineyards, fishing boats and docks, these workers spend hours under direct sun, creating a dangerous working environment.
“Outdoor workers are significantly more exposed to UV rays, which increases their risk of developing skin cancer by around 60% compared to indoor workers,” noted Stefania Guida, associate professor of dermatology at Università Vita-Salute San Raffaele.
Yet, 52% of outdoor workers do not use any sun protection at all (Source: La medicina del lavoro).
While helmets and protective gear are standard in outdoor workers’ safety kits, sun protection is still too often overlooked. Not because workers don’t care, but because sunscreen often comes at their own expense, making it a lower priority within already constrained budgets. When used correctly, effective coverage can require up to five tubes of sunscreen per month, representing a significant financial amount for many workers in Italy.
“At La Roche-Posay, we believe that sun protection should be part of every worker’s safety kit,” stated Onorina Iannuzzella, General Manager LRP Italia.
“We took inspiration from something deeply rooted in Italian culture, the meal voucher, and reimagined it for health. If food is supported by companies, why shouldn’t sun protection be?” added David Martin Angelus, executive creative director at BETC Paris.
To kick start the program, La Roche-Posay Italy is offering the cost of sun protection during the first summer for three pilot companies that have committed to continuing the program in the years ahead.
The pilots include sectors where sun exposure is part of everyday work – Irritec, CanevaWorld and Terre d’Aenor – paving the way for broader adoption across Italian industries. La Roche-Posay is committed to following implementation on the ground, demonstrating how easily sun protection can be integrated into the daily routines of outdoor workers. The initiative has been very well received by its first partners, with strong engagement from both employers and employees.
The company aims to go beyond awareness and drive real behavioural change at scale. La Roche-Posay is now inviting companies across Italy to join the initiative and take part in a collective effort to protect outdoor workers. Following a call to action shared on LinkedIn, more and more companies are expressing interest, helping Buoni Sole grow into a broader movement. The corporate meal voucher system is known across Europe, including Portugal, Spain, France, Germany, or the Czech Republic.
Credits
Brand: La Roche Posay
Ad Agency: BETC Paris
Chief Creative Officer: Stephane Xiberras
Executive Creative Directors: Antoinette Beatson, Alasdhair Macgregror, David Martin Angelus
Creative Director: Matthieu Bouilhot
Copywriter: Aklan Garcia
Art Director: Alice Mounoury
