Cannes Lions

SUPERFORMULA TO FIGHT CANCER

JWT BRAZIL, Sao Paulo / A.C.CAMARGO CANCER CENTER / 2013

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Case Film
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Overview

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Credits

Overview

Description

The challenge was to change the negative perception children had of chemotherapy and to provide reasons that would allow them to believe in the cure. In order to do this, we designed and developed bag covers based on ‘Justice League’ characters to cover the bags that contain chemotherapy and other medications that are foreign and sometimes scary.

Thus, we transformed the treatment into a “Super Formula.”

The covers were developed to fit all standard-sized medications and to have a simple closing system which won't get in the way of nurses’ routine. Their specific material and design comply with hospital standards.

Execution

- Turned the treatment into a medium ('Super Formula' chemotherapy covers).

- Developed comic books and animations that told stories in which the superheroes were going through something similar to the kids and introducing the 'Super Formula' to them.

- Created superhero posters for the glass doors of the pediatric ward, welcoming the kids.

- Turned the playroom on the pediatric ward into a 'Hall of Justice'.

- Name-tags and room numbers on doors were also superhero themed.

All of this strengthened the message that the treatment was a 'Super Formula' that would help the kids recover their strength.

Outcome

The covers redefine chemotherapy and the other medications, helping children to build their trust in the treatment and to increase their belief in the cure.

However, we went further. To give these covers a more powerful meaning, we created special animations and comic books where superheroes have to face the same situations that the children do and regain their strength through the “Super Formula” developed by doctors. Thus, in their imagination, children link the cover in the story to the one they have beside their gurneys, which are exactly the same.

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