The ACCamargo Cancer Center in São Paulo is recruiting heroes in an effort to help young patients better understand and cope with chemotherapy - complex, simple medical treatment regardless of age. With the help of ad agency JWT, medical facilities chemo touting the "superformula" for children that can help them cope with cancer. Of the children were staring, cold sterile bag of chemotherapy, Cancer Center has been hidden in the treatment of cases with colorful logos of Batman, Superman, and other DC Comics heroes.
JWT is leveraging its relationship with Warner Brothers to make that possible, but the initiative does not end there, the children also received a custom comic books with story arcs involving their favorite hero against disease similar to cancer. Indeed, doctors and superformula both help restore their regular crime-fighting health. Part of the Cancer Center has also "adjusted" to the project; games room has been transformed into the Hall of Justice, with corridors and doors throughout the facility that are decorated in the same way. It is a new spirit boost for young patients as they battle "one of the greatest villains in the real world," he said.
JWT is leveraging its relationship with Warner Brothers to make that possible, but the initiative does not end there, the children also received a custom comic books with story arcs involving their favorite hero against disease similar to cancer. Indeed, doctors and superformula both help restore their regular crime-fighting health. Part of the Cancer Center has also "adjusted" to the project; games room has been transformed into the Hall of Justice, with corridors and doors throughout the facility that are decorated in the same way. It is a new spirit boost for young patients as they battle "one of the greatest villains in the real world," he said.
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