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.

Chemotherapy Medicine Rebranded As Superhero Superformula

(Click Images To Enlarge)



Via: [Buzzfeed]


  • comment-avatar
    Your Name 9 years

    What a terrible way to train kids to think about health care….that,s what we did with the sugar problem in look at what the results of that has done for us. Medicine is a drug why trick the young minds of children. Sorry I think this is going down the wrong path

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    Bernie Wenner 9 years

    My hospital wants to look into this as well. Where do we purchase the the IV covers, comic books and Marvel Comics graphics from?

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    Leah Hamnett 9 years

    I think it’s a fantastic idea. My 11 year old daughter has leukemia, she and her friends would love them. Where can we get them from.

  • comment-avatar
    Jeremy 9 years

    As a parent if a child going through chemotherapy, I think it is great. These kids are superheroes, enduring as much if not more pain and suffering than most of us ever will, so if this helps them keep a positive attitude and makes getting through the grueling treatments just a bit easier, then lets implement them in every office and hospital!! If you think it is sugar coating it, or tricking them into it, check back with me when it’s your kid hooked up to the iv. Please hold judgement till you’ve been there.

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    Laura 9 years

    As a parent who watched a child go through this I’d be interested to know where to purchase these. I’d like to donate a few to where he was treated if I can afford it. I think it’s a possible way to focus on the superhero strength within each child.

    To the first poster, I’m too much a lady to write exactly what I think of your comments.

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    Denise McGuire 9 years

    Are these superhero covers for sale anywhere?

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    Son fighting cancer 9 years

    I agree where can we find these wanna purchase and donate them to our local children’s hospital. To the first poster don’t ever compare chemotherapy to a sugar epidemic. Unless you have any idea the pain and suffering these kids go through shut up and move on. Anything that helps these kids we parents will supply for them.

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    Claudia 9 years

    I think these are a great idea. I don’t see how this sugar coatsit or lie to the kids in any way… in the contrary I think kids would like to see a little bit of kid friendly medicine covers. I also am interested in purchasing but I am not having much luck finding them nor a response as to where we can buy them.

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    noel marquez 9 years

    I this is a great idea my son was diagnosed with leukemia this and will like to buy one where can I buy it.

  • comment-avatar
    keisha 9 years

    I would love to buy one or two for my son who is tpn depended I think it’s a great idea us parents that have kids that are going through alot know anything that makes are kids happy or smile is a good idea some people are looking way to into it

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    mvucetic 8 years

    where can i purchase these for our clinic?

  • comment-avatar

    Hi Diane

    My little nephew Sebastian (15 month old) has been diagnosed with Leukaemia, He will remain at hospital for 6 months in Houston Texas
    I will be forever greatful if you can let me know where I can have this superheroes IV covers from?
    Thanks for your help