Cancer treatment is never easy, but it is especially hard for children. 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 in the treatment. For this, we worked with the hospital to design the world’s first child-friendly version of the treatment:

IV Covers, designed to transform the chemotherapy into a 'Superformula.'

Developed in collaboration with the doctors and designers, the covers are easy to sterilize and handle, conforming to hospital hygiene standards whilst avoiding complicating the nurses’ normal routine. And to give these covers a more powerful meaning, we worked with Warner Bros. to create a whole story around them: comic books, animations and a new look for the pediatric ward (doors, walls, game room, etc). The Superformula was made a permanent part of the A.C.Camargo Cancer Center, and more than 200 national and international hospitals asked us to implement the idea. In numbers, we got over 150 minutes in TV, 76% more pediatric patients vs. 2012, and over 30,000 Facebook Shares.

Permanently implemented at AC.Camargo Cancer Center since 2013, our idea was to turn chemotherapy and the other medications used to treat cancer into a 'Super Formula'. First, we created IV bag covers based on ‘Justice League’ characters to cover the chemo bags. The covers were developed to fit all standard-sized medications (500ml) and to have a simple closing system that would not get in the way of the nurses’ routine. In addition, their specific material and design comply with hospital regulations. And to give these covers a more powerful meaning, we worked with the doctors at the hospital to create animations and comic books where superheroes have to face the same situations that the children do and regain their strength through the same 'Super Formula'.

The children’s perception of chemotherapy has changed since the first day the 'Super Formula' became part of the hospital’s routine.

Thanks to this innovation, the pediatric ward of the A.C.Camargo Cancer Center became the preferred of the country: 76% more patients vs. 2012. The 'Super Formula' has helped in humanizing the treatment, changing the negative perception children have of chemotherapy. Young patients are more inspired, which is a great help at medication and meal times. For this, 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. 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.