Cancer is a scary word for someone of any age, but, as a child, words such as cancer and chemotherapy can be scary because they may not quite understand what exactly it is they have to go through. So, instead of feeling like the strong little fighters they are, the children end up feeling scared and vulnerable.
Who better to help them feel safe and strong again? That’s right, the Justice League has come to inspire the patients of a children’s cancer center in Sao Paulo to brave their illnesses so they can overcome the unpleasantness of chemotherapy.
“The first step in the fight against cancer is believing in the cure,” JWT wrote on its website. “But the chemotherapy treatment is difficult, especially for a child. To help them believe, we worked…to create an idea capable of changing their negative perception of the treatment.”
According to The Huffington Post, JWT, a global ad agency has worked alongside the A.C. Camargo Cancer Center to help “transform it’s children’s ward into a superhero’s paradise, complete with a ‘Hall of Justice’ game room and superhero-themed decorations.”
From there JWT created covers for the intravenous bags that were based on the characters from the “Justice League.” The covers were designed to be easy to handle, and to clean so they don’t pose any harmful effects to the children.
JWT and the A.C. Camargo Cancer Center wanted a way to create a new perception of the treatment, make it seem less scary. So JWT collaborated with Warner Bros. to produce a series of comic books in which the members of the Justice League (i.e. Batman or Superman) have to battle and overcome similar illnesses with the help of the “Superformula.”
With all this in mind, JWT and the A.C. Camargo Cancer Center are hoping to give kids that boost that they may need to help them fight, as they said: “one of the real world’s greatest villains.”
[Image Credit: io9]