In 2013, JWT Brazil, in collaboration with Warner Bros. and the A.C.Camargo Cancer Center in São Paulo, launched the “Superformula to Fight Cancer” campaign. This initiative aimed to transform the daunting experience of chemotherapy for pediatric patients by integrating elements from the DC Comics universe. The campaign introduced specially designed covers for intravenous (IV) bags, modeled after iconic Justice League characters such as Superman, Batman, Wonder Woman, and Green Lantern. These “Superformula” covers were intended to reframe chemotherapy as a heroic and empowering treatment, aligning with narratives familiar to children.
To enhance the immersive experience, the hospital’s pediatric ward was redesigned to resemble the Hall of Justice, creating an environment where young patients could feel like superheroes. Additionally, a series of custom comic books was developed, depicting superheroes undergoing similar treatments and regaining their strength through the “Superformula.” This storytelling approach aimed to provide children with relatable heroes facing analogous challenges, thereby fostering hope and resilience during their treatment journey.
The “Superformula to Fight Cancer” campaign received international acclaim, earning a Graphite Pencil at the D&AD Awards in 2014. The initiative was recognized for its innovative approach to pediatric oncology, effectively combining healthcare and storytelling to positively impact young patients’ perceptions of their treatment.
For a visual overview of the campaign, you can watch the following video:
