Cancer can be difficult for anyone to deal with. This is especially true of children who have to undergo extensive chemotherapy often with a very limited understanding of what’s going on. That’s exactly why doctors in Brazil have started packaging chemotherapy medication as a superhero formula that can help children fight cancer.
The A.C. Camargo Cancer Center in São Paulo, Brazil asked its ad agency JWT to come up with a creative way to help children better understand what they have to deal with when it comes to their treatment. The ad agency called on another of it’s clients – Warner Brothers – to get superheroes including Batman, Superman, The Green Lantern, and Wonder Woman involved.
In an interview for Healthline, head of client services for JWT Brazil said: “What’s really amazing is that everyone wants to participate. They feel like they are part of the team.”
Adding: “For cancer patients, hope is everything. We’re proud to be part of that hope.”
Artists with DC Comics in Burbank, California are working on custom comic books and illustrations specifically for the project. The story-lines feature Justice League members undergoing a life-threatening ordeal similar to that of children with cancer.
The only way for the comic book heroes to regain their powers is through a “super serum” delivered intravenously. This gives the children something they can understand and makes the situation in real-life more acceptable – especially when the superhero formula that helps them fight cancer is deliver in a comic book themed plastic covering.
As well as the comic books and superhero formulas, the cancer center’s game room has been decorated to look like the Hall of Justice where the children’s names are listed as honorary members. It bears the insignia of the Justice League throughout, including a special entrance for the smallest of superheroes.
Would you like to see a superhero formula to helps kids fight cancer in other hospitals around the world?