Skip to main content

'Superformula' Chemotherapy Helps Childhood Cancer Patients Feel Strong

While cancer is scary for anyone who has it, children are faced with even more fear as they might not understand exactly what is happening to them.

But one cancer center in Sao Paulo, Brazil is hoping to make childhood cancer patients less fearful with superhero covers for the chemotherapy bags.

"The first step in the fight against cancer is believing in the cure," ad agency JWT said on its site. "But the chemotherapy treatment is difficult, especially for a child. To help them believe, we worked…to create an idea capable of changing their negative perception of the treatment."

JWT is a global ad agency that works alongside the A.C. Camargo Cancer Center to "transform it's children's ward into a superhero's paradise, complete with a 'Hall of Justice' game room and superhero-themed decorations."

JWT created the covers for the intravenous bags, basing them on characters from the "Justice League." They are easy to clean and handle so are not harmful to children.

They teamed up with Warner Bros. to produce a series of comic books where members of the Justice League (like Batman and Superman) have to battle and overcome similar illnesses, and are helped with a "Superformula."

JWT and partner A.C. Camargo Cancer Center said they are hoping that the new superhero focus will give kids the boost they need to fight "one of the world's greatest villains."

Sources: Inquisitr,JWT


Popular Video