The ‘Super Hero Treatment’ Makes Cancer Less Scary for Kids
The littlest patients battling cancer are finding themselves getting by with a little help from their superhero friends. The A. C. Camargo Cancer Center in San Paolo, Brazil has transformed its pediatric oncology award into the “Hall of Justice” with the help of the amazing people at JWT advertising agency, who also happen to have Warner Brothers (owner of DC Comics) as another client.
What prompted an Ad agency to partner with a hospital to transform a pediatric oncology ward into the Hall of Justice? It was nothing more than a little human kindness, a desire to make little kids a little less scared of their cancer treatment and to help them understand it in a kid-friendly way that is relateable to them.
Cancer is scary for anyone but it can be a little overwhelming for a child to understand what’s happening to them. There are a lot of tests and poking and prodding involved in diagnosing and treating cancer. It’s frightening, especially when you are a small child.
The Hall of Justice theme includes superhero logo covers to hold I.V. bags used during chemotherapy sessions. These are meant to give the drugs used the look of a “Superformula.” The covers were a joint development project between doctors, JWT and Warner Brothers. They are easy to sterilize and meet hospital hygiene standards.
The JWT ad agency also came up with special comic books in which the superheroes go through battles similar to the ones the kids are experiencing with cancer. “Superformula” always plays a big part in the comic book series, always helping the superheroes get better and stronger. What kid doesn’t want to be like their favorite superhero?
I have a nephew (who is now 17) who was diagnosed with Leukemia when he was 3-years-old. I KNOW, firsthand, how important little things like these are to small children in treatment. If a simple thing like a small piece of plastic with a superhero logo covering their I.V. bag can make a child less afraid of sitting through something as monumentally scary as chemo therapy, then shouldn’t every pediatric oncology ward in every hospital in the entire world do this?
Ironically, the theme is superheroes but I think the real superheroes in this story are the brave children enduring treatment and the amazing men and women at JWT who came up with this fantastic idea.
Do you have a young family member who has been affected by cancer? Do you think this idea would be a great one to have at other pediatric cancer centers?
Photo Link: JWT/A.C. Camargo Cancer Center