JWT rebrands chemo as ‘superhero formula’ to make the treatment not scary for children

JWT has worked with the A.C.Camargo Cancer Center in São Paulo to find a way to make children not as scared of receiving chemotherapy: by rebranding it as a ‘superhero formula’.

The agency, which also works with Warner Bros, created covers for IV bags featuring characters from the Justice League series, including Superman, Batman and Wonder Woman.

JWT also worked with Warner Bros to create a series of comic books, in which the Justice League characters the Green Lantern go through experiences similar to those of kids with cancer, and recover their strength, thanks to the ‘Superformula’.

Discussing the project, JWT said: “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.”

Ishbel Macleod

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