The first step in the fight against cancer is to believe in the cure. But treatment is difficult, even more so for a child. In order to help them believe, we had an idea capable of changing the negative perception they have about the treatment: transforming chemotherapy into a Superformula. We developed intravenous covers based on the superheroes of the Justice League to cover all the bags. To further strengthen the power of these covers, we worked together with doctors in development of cartoons and comic books where the superheroes face situations similar to those of the kids.

The entire children’s ward received a new decoration: the toy room turned into the Hall of Justice, the façade received a new entrance for these small superheroes, hallways were decorated, providing a complete experience to help kids in their battle against one of the most notorious villains in the real world.

The first step of the campaign was to create something that didn’t exist: IV Covers. To this end, we thought up and designed covers to dress the chemotherapy pouch that had to be practical, comply with hospital standards and have a design that conveyed power. The idea was immediately and permanently deployed at the A.C.Camargo Cancer Center, captivating doctors, children, family members and everyone else. In a partnership with Warner Bros. (owner of DC Comics), we created cartoons to be shown to kids on the TVs in the children’s ward, and comic books with personalized stories where the heroes experience a situation that is similar to that of kids with cancer. Additionally, the entire children’s ward of the hospital was decorated with the characters from the Justice League to further convey the idea of a Superformula.

The Superformula immediately changed the negative perception kids have of chemotherapy. These little patients are more encouraged, which greatly facilitates medication and meal time. Doctors, nurses and even the parents rely on the story of the Superformula to talk about this difficult treatment in a way that can be understood by a child.

A.C.Camargo Cancer Center gained worldwide recognition as the first hospital in the world to provide pediatric chemotherapy. Warner Bros. and DC Comics managed to have their superheroes save lives in the real world; and they did it so successfully that many other hospitals are seeking to implement the same system. Currently we are analyzing how to go about helping all those who want to have the Superformula in their pediatric oncology ward.