Awesome idea from this cancer center. In case of leukaemia, children and their families are often scared starting a treatment. To make these children understand why and how they will be treated, the Hospital A.C. Camargo Cancer Center came up with a simple idea: their intravenous bags were constructed based on characters from the Justice League, creating, for the first time, a child-friendly version of the treatment. To give these covers a more powerful meaning, JWT Brazil, started to produce a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength.
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- Date: 28 May 2013
- Industry: Non-profit
- Media type: Ambient
- Agency: JWT, São Paulo
- Country: Brazil
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