Cancer treatment is never easy, but it is especially hard for children. For them, the treatment is worse than the disease itself. It causes hair loss, sores, nausea, and they do not understand how it can help them to get better. For this, our strategy was to create something that would help for real, attracting people and media attention. We developed the world’s first child-friendly version of the chemotherapy: The Superformula. It is a super-hero cover for intravenous bags capable of changing children’s perception of the treatment.

And to give these covers a more powerful meaning, we worked with Warner Bros. to create a whole story around them: we produced 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." We even provided a new look to the paediatric ward, including a new room: the Hall of Justice.

The Superformula generated so much PR that in less than one week the paediatric ward of the A.C.Camargo Cancer Centre became the preferred of the country: 76% more patients vs. 2012. And more than 200 national and international hospitals asked us to implement the idea. In numbers, we got over 150 minutes in TV, over 30000 Facebook Shares and, according to Reddit, the Superformula was the most shared image in the world on the week we launched the campaign. As a result, the Superformula has become a permanent feature of the A.C.Camargo.

Cancer treatment is not easy. It is especially hard for children because, for them, chemotherapy is worse than the disease itself. It causes hair loss, sores, and nausea, and they do not understand how it can help them to get better. The major challenge faced by doctors at the A.C. Camargo Cancer Center is maintaining these children’s belief and trust in the treatment. Thus, our objective was to change the children’s perception of the treatment and to provide reasons that would allow them to believe in the cure, making the treatment easier for them.

Thanks to this innovation which has been considered the first child-friendly version of chemotherapy, the pediatric ward of the A.C.Camargo Cancer Center became the preferred of the country: 76% more patients vs. 2012. The 'Superformula' has helped in humanizing the treatment, changing the negative perception children have of it. Young patients are more inspired, which is a great help at medication and meal times. As a result, the Superformula became a permanent feature of the A.C.Camargo Cancer Center, and more than 200 national and international hospitals asked us to implement the idea. It helped to keep the hospital at the forefront of pediatric cancer treatment. In numbers, we got over 150 minutes in TV, over 30,000 Facebook Shares and, according to Reddit, the Superformula was the most shared image in the world on the week we launched the campaign.