Campaign: Superformula to Fight Cancer
WPP company: JWT Brazil
Client: A.C.Camargo Cancer Center
Cancer treatment is not easy, especially for children who often do not understand how it can help them. The A.C.Camargo Center, a leading cancer treatment and research centre in São Paulo, Brazil, partnered with Warner Brothers and JWT Brazil to create ‘Superformula to Fight Cancer’, a unique campaign and innovative chemotherapy program designed to help children with cancer better understand the disease while transforming a scary medical treatment into superhero strength. JWT created animations and comic books depicting popular superheroes battling cancer, along with branded IV covers and a redesigned children’s ward.
Since its launch, JWT has received hundreds of requests for the program to be extended to other hospitals.
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