The Superformula!
Chemotherapy Re-Branded to Help Children with Cancer


Child Life, in practice, is incredibly inventive and capitalizes on …. ingenuity, resourcefulness and imagination. This is one of the reasons, I was drawn the field… being a forever creative kinda girl! Some of the most effective Child Life strategies involve imaginative ways to alter a child’s perspective of a challenging or difficult situation. I am truly an advocate for the idea that suggests … the first step in the battle of illness is believing in the cure…. OR in other words, having hope.


This.. needs to be shared….

Superheroes are helping children fight against one of the real world’s greatest villains – cancer. How?!



SUPER Intravenous (IV) Bag Capsules

A worldwide advertising agency, JWT has teamed up with doctors at A.C. Camargo Cancer Center in Sao Paulo, Brazil to design Intravenous (IV) bag capsules based on the uniforms/logos of patients’ favourite Justice League superheroes – Batman, Superman, the Green Lantern and Wonder Woman are just a few examples. JWT’s client, Warner Brothers - the owner of DC Comics, have allowed the hospital to put its characters to the best use possible!


SUPERFORMULA: IV Capsules

Essentially the concept was to create a case that clips together to completely cover the chemotherapy intravenous bag. The creativity behind this case cover comes from combining the chemotherapy medication with the fantasy world of superheroes and is given the name, “Superformula.” Child Life is written all over this idea! The new name and look of the chemotherapy treatment IV bags helps to change the perception children by suggesting that the “Superformula” gives them their own superpower which could be used to conquer their illness.

They may appear as simply covers for IV bags, but they are an awe-inspiring way to help children deal with cancer.

The inspiration for this idea came from recent research investigating the “humanization of cancer treatment” specific to pediatrics and how according more positive meanings to treatment is beneficial to recovery and cure.


Hall of Justice and Comic Books!

"Hall of Justice"

As part of this super (pun intended) initiative, the hospital’s playroom was transformed into the ‘Hall of Justice’ with an exclusive entrance accessible to only the little heroes battling cancer. The ad agency also worked with Warner Brothers to produce a series of comic books and animations in which these superheroes underwent experiences that were similar to the experiences of children with cancer. These superheroes recover their strength because of a “Superformula” developed by a team of expert doctors.

“It’s very important to tell the kids the story through analogies that they will easily understand but to never lie to them. Therefore, a Superhero does not develop the super formula, nor does it come from another planet, specialists develop it,” stated a JWT Project Manger (see source here).

 In the comics, villains spray invisible gas that make the superheroes sick. The superhero then employs his/her “superfriends” or doctors, healthcare staff, friends and family members, which all help in recovery and cure. These stories explain illness and the treatment process in developmentally appropriate, child-friendly and fun ways.



[!] Hopes

“The treatment, especially in the beginning, is very frightening for both children and family members. The Superformula project helps to understand the disease and gives children and adolescents more strength to face the pain and overcome the problems associated with the long treatment in order to, at the end of it, get well.”
                - Cecilia Lima da Costa, Director (see source here).

This effort is so inspiring and capable of positive changes in the way children view cancer treatment and their own “SUPERPOWERS” as we all recognize that they are the REAL superheroes.



Thanks for taking the time to read!
 
 
<3


SUPER Deluxe Duper liking this idea!

References:

JWT’s Blog

Images Source:

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Picture 2, 3, 4, 5