Children's cancer centre rebrands chemo as "Superformula"

For anyone diagnosed with leukaemia or indeed any cancer, the thought of embarking on the 'journey' of treatment is undeniably a daunting one. I know from personal experience that, just before I started my chemotherapy, I had a million thoughts racing through my mind, and lots of questions that needed answering; Will Chemotherapy hurt? What does it do? How do people react to it? etc. I was 23 years old. Imagine what a young child presented with the same task must be thinking. 

Its must be terrifying for a child to have to face these treatments, especially without having the added 'luxury' of being able to speak to doctors and nurses face to face and throw  questions at them, as we as adults can. 

With this in mind, the A.C.Camargo Cancer Centre in São Paulo has teamed up with Warner Bros (both clients of the worldwide ad agency JWT) in creating child friendly treatment through its  'Superformula'. The Superformula bag cover designs (to be placed over various chemotherapy drugs used with patients) are based on the characters from the Justice League of America and the ward in São Paulo has even been decorated to represent the Halls of Justice.

Furthermore, JWT teamed up with Warner Bros to develop a series of one-shot comic books featuring Batman, Superman, Super Woman and Green Lantern, all of whom are going through similar experiences with cancer and  recovering their strength and their health through the 'Superformula' of course.

This concept is, in my opinion, absolutely outstanding. It not only gives children a point of reference from their heroes for their treatment -but it also provides help and inspiration for them, when they need it most. It would be great to see more of these for all children battling cancer.

We all need 'heroes' when faced with life threatening treatments - and who better to use as inspiration than  Superman himself.

JR  

Video showing story behind the super formula at A.C.Camargo Cancer Centre in São Paulo 

The "Superformula" cases for the oncology treatments