Hospital rebrands chemotherapy as DC-themed “superformula” for kids
Chemotherapy is never fun, but A.C.Camargo Cancer Center in São Paulo is trying to make it easier for children to accept the treatment. They’re rebranding the treatment as “superformula” and using comics to help kids understand chemo.
Buzzfeed’s Copyranter blog explains that the cancer center is working with ad agency JWT, which also works with Warner Bros. The idea was to help children believe in the power of chemotherapy to make them ultimately better. They’re not just covering the chemo cases with superhero logos; they’re also giving pediatric cancer patients comic books in which the heroes experience something similar to cancer and must receive a similar treatment formulated by doctors. And in the comics, the cases for the treatment bags look just like the cases the kids get over their own chemo bags.
And you and all of your friends each want to get the top. From the base of the mountain, the top looks really small and it doesn’t seem like there’s going to be enough room for everyone. Even if it is big enough, you aren’t sure that all of your friends are going to make it all…