Superformula against cancer: Superhero chemotherapy for child cancer patients in Brazil

Ad agency JWT Brazil created a "Superformula" to fight cancer. Here's a video explaining the project. They worked with the A.C. Camargo Cancer Center in Brazil and another agency client, Warner Bros., to transform chemotherapy into "superformula" with hopes of changing child patients' negative perception of the treatment.

As someone who has gone through the hell that is chemotherapy as an adult, I love this idea and wish I'd had some myself.

The agency explains:

We made covers for intravenous bags based on characters from the 'Justice League.' Creating, for the first time, a child-friendly version of the treatment. 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.

An idea which, since it has been up and running, is helping the children in their own struggle against one of the real world's greatest villains.

Video Link. Man, someone's cutting onions up in here.

(Thanks, Doug Maddox!)


    1.  If you look at the end of the video, it says copyright DC Comics.  I think it’s been vetted.

    2. Wouldn’t it be nice if Marvel was also in on this? If they could just set aside their copyrights for this and represent all the superheros? Children are not likely to understand why Superman’s there but Iron Man isn’t. 

  1. eeewww. comic book propaganda to convince them this nice expensive treatment is the one. oh yeah what wonderful doctors. if i get cancer i will fight it with diet. Cancer cells CANNOT thrive in an alkaline state. You can make your body alkaline by eating lots of the right vegetables. And cutting out as many carbs and acidic crap we all eat as we become more and more westernised, brainwashed. Even the best docs only do a small amount about nutrition, because where is the money in prevention? lol

    What is more super hero like?

      1. :( sadly i guess not. i know through family though doctors prescribe chemo as ‘the only way’ and dont talk about alkaline, nutrition or anything, most doctors dont even train in nutritional sciences, usually studying chemical, medicinal and physiological sciences.

        The major problem in society is the momos who get defensive because someone wants to discuss the reality and all the options. Just because you dont feel you can make a change, or have enough time left, doesnt mean you cant entertain the idea, incase perhaps, you can make oyurself feel better.

        Each to their own, interesting discussion i welcome. you sir seem to be the party shitter.

      2. or at least the conversation shitter. you could have entertain an interesting discussion. instead you chose to prance liek an monkey (apologies monkeys) flinging poop at all the points i raised. you are the problem, you are an oppressors favourite. They would kill you last. lol

  2. This is amazing, and until no one ever needs the treatment again, it should be done everywhere.
    It helps kids facing something horrible put it into terms they can understand.
    Superheros always win, even when things aren’t going their way.  They keep fighting on.
    Now if only the giant corporations can look past making a buck, and license their IP to hospitals globally to help kids everywhere without demanding a toll.

  3. So the disguise chemotherapy who has not cured a cancer patient ever and which practically destroys every living cell and organ in your body as super hero vitamin. That’s the biggest BS ever. if they would only go natural alternative preventive medicine I’d agree. a 100%. These companies lobby in order to prevent natural cures and patent everything so they can profit out of peoples misery. The business of profiting with cancer knows no limits. SAD

  4. Sure, get all the critical kids to refuse chemo and the rest of western medicine, and/or wait around for the pareve type.

  5. At first I was not approving, because it seemed a lot like calling a drug candy, but reading all the way through, I think this is a good approach with a young child. I like how they changed the decor of the ward up and made it an entire educational program, rather than just a pasting the drugs into a new cover and giving them a cool name. It seems like they are trying to give kids real information in a positive way that they can accept and which will make them more compliant with the treatment.

      1. I’m a fan of being honest with kids, especially when they are young. I know people think sometimes it’s easier to lie, but I think it destroys your credibility with them. Sugar coating that a drug will make you feel like crap is not something I think is very valuable – sames as I think pretending that illegal drugs only have harmful effects is not an effective way to talk about the real issues that adults have with these drugs, and same as I believe that pretending that talking about sex only in terms of reproduction does not help teenagers make healthy sexual choices. 

        Chemotherapy is really awful to go through for so many people, so, I was relieved that the message was that this drug is effective and powerful, but also hard to take, not just that “you will be a superhero if you take this drug,” which is how I was initializing reading the program.

        1. Well, that would be one way to put your kids off sugar for life: give them a bowl of Adriamycin Chip ice cream.

Comments are closed.