by staff writer Michael Brown
Chemotherapy is tough for anyone diagnosed with cancer, especially if that someone is a child. But the A.C. Camargo Cancer Center in Sao Paulo, Brazil has teamed up with Warner Bros. (both clients of the worldwide ad agency JWT ) to create something truly… well… super… to help combat the most sinister villain of all.
From the ad agency press note:
Covers for intravenous bags were constructed based on characters from the Justice League, creating…. a child friendly version of the treatment. Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards.
(The) experience went far beyond the covers by also providing a new look to the entire Children’s Ward: the game room was turned into the Hall of Justice, corridors and doors were decorated in the same theme, and the exterior acquired an exclusive entrance for those little heroes.
Along with the new “Superformula”, JWT even took an extra super leap and worked with Warner Bros. to produce a special series of comic books in which Batman, Superman, Wonder Woman, and Green Lantern go through experiences similar to those of kids with cancer, and recover their strength, thanks to the Superformula.
As any good cancer doctor will tell you, the most important step in fighting the disease is believing in a cure. And although it uses D.C. Comics characters, this heroic effort is a marvel, helping kids gain knowledge, courage, and faith in themselves– truly the ultimate super powers.
Read more about it on A.C. Camargo’s Superformula Initiative web site.
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