A.C. CAMARGO CANCER CENTER - PEDIATRIC ONCOLOGY
Superformula to fight cancer / J. Walter Thompson Brazil
JWT Brazil introduces: "Superformula" to fight cancer.
The first step in the fight against cancer is believing in the cure. But the chemotherapy treatment is difficult, especially for a child. To help them believe, we worked with the A.C.Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea capable of changing their negative perception of the treatment:
Transform the chemotherapy into a “Superformula.”
We made covers for intravenous bags based on characters from the ‘Justice League.’ Creating, for the first time, 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. To give these covers a more powerful meaning, we started to produce a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to this “Superformula.”
An experience that went far beyond the covers by also providing a new look to the entire Children'sWard: 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 these little heroes.
An idea which, since it has been up and running, is helping the children in their own struggle against one of the real world’s greatest villains.
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