Monday, June 10, 2013

Super Formula To Fight Cancer

It's nice to see creative agencies using their powers for good.  JWT Brazil teamed up with the AC Camargo Cancer Center and Warner Bros to create the 'Superformula to Fight Cancer.'  As described on the JWT blog:

'This program was based on the idea that the first step to the fight against cancer is believing in the cure. In order to get their patients to believe, JWT Brazil’s creative team worked with doctors to create a case that clips together to completely cover the chemotherapy intravenous bag. This case combined the painful medication with the magical world of super heroes and was given the name, “Superformula.” The new name and look of the treatment helped to change the perception in the kids’ by convincing them that the Superformula gave them their own superpower which could be used to conquer their illness.

The team at JWT Brazil didn’t stop there. To give these covers a more powerful meaning, the agency produced a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to the “Superformula.” In addition, the team provided a new look for the entire children’s ward of the AC Camargo Cancer Center: The game room was converted into the Hall of Justice, hallways and doors were decorated with the same idea, and a special entrance was created to fit the theme for these little heroes to enter through.'

Heartwarmingly wonderful.




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