Hospital Rebrands Chemotherapy for Kids

Posted on: July 3rd, 2013 by Lina No Comments

The idea of cancer treatment is scary for adults, imagine how frightening it must be for children. This innovative campaign developed for A.C. Camargo Cancer Center in São Paulo by JWT and Warner Brothers is a perfect example where design can turn a scary experience into something more positive and educational. The chemo bags, covered in colorful packaging, become "Superformulas" which feature action hero insignia from Superman, Batman, Wonder Woman and the Green Lantern. In addition, the action hero motif is carried throughout the cancer ward and in comic book style literature for children where the action heroes take the "Superformula" to heal cancer-like ailments. Everything works to take out the fear and starkness of getting chemotherapy for children by turning it into a more empowering experience through the use of cool visuals, environment and story telling.

via i09

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