The A.C.Camargo Cancer Center in São Paulo is recruiting superheroes in an attempt to help young patients better understand and cope with chemotherapy — a complex, daunting medical treatment irrespective of age. With the help of ad agency JWT, the medical facility is touting chemo to a "superformula" for kids that can help them overcome cancer. Rather than have kids stare at a cold, sterile chemotherapy bag, the Cancer Center has concealed the treatment inside colorful cases with logos from Batman, Superman, and other DC Comics heroes.
via The Verge - All Posts http://www.theverge.com/2013/6/2/4389178/childrens-cancer-center-leverages-superheroes-to-help-patients
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