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JWT Brazil devises superhero theme for paediatric oncology patients

Agency draws on Warner Bros characterisation to make treatment more child-friendly

J Walter Thompson (JWT) Brazil has developed a 'Superformula' characterisation to help youngsters cope with their chemotherapy treatment in the fight against cancer.

Based in Sao Paulo, the agency worked with medical staff at one of the largest oncology treatment, teaching and research centres in Latin America, the A C Camargo Cancer Centre, and another of its clients, Warner Bros, to develop a theme which makes the treatment process more child-friendly, and to help the child believe in its efficacy.

(If video doesn't work, watch it on YouTube)

The 'Superformula' theme includes a series of cartoons and comic books telling of superheroes going through experiences similar to those of the children with cancer, in which the superheroes recover their strength by being given 'Superformula'.

A new look has been given to the intravenous bags, based on characters from the Justice League – a Warner Bros action game. The children's ward is decorated in the same theme, with its game room now called the Hall of Justice.

6th June 2013

From: Marketing

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