Superhero Campaign Creates Child-Friendly Cancer Ward

By Jason Boog Comment

JTW Brazil agency created a “Superformula” campaign, enlisting the help of superheroes help kids cope with the cancer ward.

The heartwarming campaign added Justice League superhero logos to IV bags in the chemotherapy ward to make “a child-friendly version of the treatment” with Batman, Superman and other comic book heroes. The company worked with A.C.Camargo Cancer Center and Warner Bros. to build the amazing campaign. Check it out:

Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards. To give these covers a more powerful meaning, we started to produce 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 this “Superformula.” An experience that went far beyond the covers by also providing a new look to the entire Children’sWard: the game room was turned into the Hall of Justice, corridors and doors were decorated in the same theme, and the exterior acquired an exclusive entrance for these little heroes.

The campaign has gone viral over the last week. A collection of images from the campaign has already earned over 300,000 views online.

Here’s more about the team behind the campaign:

Ricardo John Chief Creative Officer (CCO)
Hernán Rebaldería Creative Director
Santiago Dulce Creative Director
Guilherme Sakosigue Art Director
Fabio Ozorio Copywriter