Chemotherapy Medicine For Children Rebranded As Superhero Superformula

I can’t imagine what it’s like to have a child with cancer. It must be one of the most difficult and scary things a family could ever go through, and the children are always incredibly courageous. Writing about this makes me realize that every problem I’ve had in my life is insignificant and trivial. To make the process easier and to give children a bit of extra strength, one cancer center in Brazil is using children’s chemotherapy medicine that is packaged as a superhero superformula.

This is one of the best rebranding ideas I’ve ever seen. This idea was hatched after a brainstorming session between Warner Bros, JWT ad agency and A.C.Camargo Cancer Center. According to the press release, “Covers for intravenous bags were constructed based on characters from the Justice League, creating a child-friendly version of the treatment. Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards.”

In addition to putting the chemotherapy medicine in superhero superformula packaging, the cancer center also revamped part of its children’s ward so it looks like the Hall of Justice. This is a place where young real-life superheroes can mingle with the comic book superheroes they love.

The chemotherapy medicine rebranding strategy is tri-fold. Aside from creating the covers for the intravenous bags and redesigning the children’s ward, they also created a comic book series where kids can see and read about their favorite superheroes as they battle cancer and recover successfully and bravely.

What a brilliant idea! It would be wonderful if this could be implemented in all children’s cancer centers around the world. Hopefully that will happen, and children everywhere who have cancer will get to try the superhero superformula. The video below explains it all in more detail.