Lots of kids like comic books. Some kids have cancer. Is there a way to make cancer centers friendlier to kids? Yes. The A.C. Camargo Cancer Center in São Paulo, Brazil, redesigned its cancer ward to look like a Super Friends Hall of Justice. The cancer center is a client of worldwide ad agency JWT’s Brazilian office, which stated in a press release, “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.” In addition, JWT and Warner Brothers worked together to produce a special series of comic books in which such superheroes as Batman, Superman, Wonder Woman, and the Green Lantern undergo treatments similar to those the kids are going through. By being infused with Superformula, aka Chemotherapy, the superheroes regain their strength.
For More Information: “Children’s Cancer Center Rebrands Chemotherapy As ‘Superformula.’” BuzzFeed. 1 June 2013
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