Here’s a pretty sweet story to start the week: ad agency JWT teamed up with Warner Bros. and the A.C. Camargo Cancer Center to create a DC Comics superhero-themed campaign for children with cancer:
At the hospital in São Paulo, Brazil, the children’s cancer center’s game room is redesigned to look like the Super Friend’s Hall of Justice; the chemotherapy bags have the insignia of Superman, Batman, Wonder Woman, and Green Lantern; and their medication is referred to as “Superformula.” Children learn more about their treatment while gaining courage and faith in themselves.
The children are also be provided with custom comic books, which feature medically-themed tales of the Justice League members defeating cancer-like diseases. The Dark Knight undergoes his own cancer treatment before returning to his war against crime; and Superman, Wonder Woman, and the Green Lantern each go through experiences similar to the cancer patients. Thanks to the “Superformula,” they recover, and resume saving the world. The idea, of course is to open up discussions between the children, parents, and doctors; while furthering public awareness.
My two cents: this is a fantastic thing to do for children with cancer, because they might not understand why it’s happening to them. What these children need is hope to believe in and you don’t want to deny them that. They are their own superhero, just like the ones they idolize.