Everyone knows the story of Batman, even if you’re not the comic book type. The storyline goes like this: The superhero and the villain battle it out and right when it looks as if defeat is inevitable, the hero finds his strength and wins the fight. For Batman, this means he beloved city of Gotham is saved. But for a children’s cancer center in São Paulo, Brazil, superheroes are fighting for something larger, the strength and optimism of young patients.
JWT, a worldwide ad agency based in Brazil, teamed up with Warner Bros to show kids that cancer is just another villain to be thwarted. Doctors worked with JWT’s creative team to design a case that covers chemotherapy treatment bags. With these special cases, children in the AC Camargo Cancer Center are given “superpowers” capable of beating cancer.
The campaign, titled “Superformula to Fight Cancer,” revolves around the superheroes Batman, Superman, Wonder Woman, and Green Lantern. Each case hides the true identity of its contents behind the superhero insignia. To make the disguise even more believable, Warner Bros went one step further. They created unique comic books for the patients that feature the superheroes beating diseases similar to cancer, all thanks to the “superformula.” Even the game room and hallways in the hospital are decorated like the interior of the Justice League.
Nurses and doctors in the cancer center have seen nothing but positive results. A smile is a rare reaction when discussing medicine that makes patients physically sick and causes hair loss. This campaign allows children to view their medicine as a necessary and special ingredient in their personal journey to health. After all, when fighting a disease, isn’t it important to believe in the cure?