How Does Superman Help Young Cancer Patients Cope?
Young cancer patients in São Paulo don't have to stare at cold, sterile chemotherapy bags anymore. Superheroes are here to help get them through chemo!
By Melody Oei — 03 Jun 2013, 12:21 PM — Updated over 11 years ago
Kids no longer have to stare at the cold, sterile chemotherapy bag
An idea that combines the medication with a world of superheroes, to change the children's perception of the treatment, transform the chemotherapy into a "superformula."
Image via imgur.comThe A.C. Camargo Cancer Center in São Paulo, partnered with ad agency JWT, which actually works with Warner Bros., to combine a rebranding of chemo cases with comic book superheroes.
The Cancer Center has concealed the treatment inside colorful cases with logos from Batman, Superman, and other DC Comics heroes.
theverge.com
Young cancer patients now get more than just chemo chases with superhero logos
The agency also produced special comic books that showed the heroes themselves falling ill and then recovering their strength with the help of the Superformula.
Image via imgur.com
The agency also produced special comic books that showed the heroes themselves falling ill and then recovering their strength with the help of the Superformula.
Image via imgur.comThe agency, JWT, helped to transform the hospital’s Children’s Ward into a Superhero-themed wonderland. The game room turned into the Hall of Justice, while corridors and doors also took on a superhero theme.
creativity-online.comYoung pediatric cancer patients are also given comic books in which the heroes experience something similar to cancer and must receive a similar treatment formulated by doctors.
io9.com
The making-of & behind the scenes
JWT Brazil worked with A.C. Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea that help changes the negative perception of the treatment.
Image via imgur.com
JWT Brazil worked with A.C. Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea that help changes the negative perception of the treatment.
Image via imgur.com
JWT Brazil worked with A.C. Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea that help changes the negative perception of the treatment.
Image via imgur.com
JWT Brazil worked with A.C. Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea that help changes the negative perception of the treatment.
Image via imgur.com
JWT Brazil worked with A.C. Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea that help changes the negative perception of the treatment.
Image via imgur.comRelated story:
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