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Children's cancer wing transformed into superhero ward

Posted on
August 28, 2013

Kids dealing with cancer at the A.C. Camargo Cancer Center in Sao Paulo, Brazil, are getting a slightly different kind of cancer-fighting treatment. The medicine is the same, but the delivery method carries a superheroic message. The IV fluid is now covered with superhero logos created by advertising agency JWT Brazil. Warner Brothers (owner of DC Comics) is also a client of JWT and gave its blessing and a helping hand to the project that features Green Lantern, Batman, Superman, and Wonder Woman. The kids are given custom comic books and animations that show the popular superheroes undergoing similar treatments. The superheroes recover thanks to the "superformula" and continue in their crime-fighting ways. "Beginning the treatment is always a scary process," says Cecilia Lima da Costa, head of pediatric oncology at the A.C. Camargo Cancer Center. Introducing superhero style to the young cancer patients can help take some of the fear out of the process. It also helps doctors explain the treatment program to the kids and their families. The children's game room was transformed in the Hall of Justice. The doors and corridors throughout the ward were also decorated to continue the superhero them. These kids are now a part of their own Justice League. Instead of fighting bad guys like the Joker or Lex Luthor, they're fighting for cancer-free lives. That's a superhero story worthy of telling.  

(Source: CNET)


Posted in Uncategorized | Tagged A.C.Camargo Cancer Center Batman Brazil DC Comics Green Lantern JWT Superman Warner Brothers Wonder Woman