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Cancer Center Helps Kids By Rebranding Chemotherapy Into “Superformula” [Video]


Chemotherapy is frightening for anyone, but it’s especially scary for kids who have a harder time understanding the whole process. In an effort to make it a little less scary, the Brazilian offices of ad agency JWT connected two of their clients for a brilliant idea. They teamed up A.C.Camargo Cancer Center in São Paulo with Warner Bros. and Superformula was born.

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 these little heroes.

They also made a series of comic books with Batman, Superman, Wonder Woman and the Green Lantern going through experiences similar to kids fighting cancer and recovering their strength thanks to the Superformula.

See more pictures and a video after the break…

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(via BuzzFeed)


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