I am always amazed by innovative branding strategies that help people understand and think in new ways. That is the ultimate goal of any brand really, but some are more successful then others. What I saw today was an excellent example of how branding, coupled with empathy and education, can make unexpected differences in the lives of children.

If you have read my previous post on the evolution of the Batman brand then you will know that I am a comic book nerd. DC Comics has more iconic brands then fathomable, with the exception of industry rival Marvel Comics. DC Comics have licensed their character’s use in the past for a variety of different marketing purposes, but this project with the A.C.Camargo Cancer Center in São Paulo, Brazil is a truly awesome example of design doing good.

The hospital struck upon an innovative way to educate children, suffering from Leukemia, on how Chemotherapy will work to make them better. Positive thinking goes a tremendous way in bolstering immune system response and healing, and nothing inspires more hope than the Justice League of America.

International agency JWT represents the cancer center, and they also represent Warner Bros. Friend of a friend talks ensued and eventually the project became part of an entire rebranding of Chemotherapy into “Superformula”. They worked on creating chemotherapy bag cases that correlate to custom comic books in which each hero is faced with an experience in which they receive a similar treatment using the “Superformula” to get better. This way of building patient confidence and using allegory to teach child the importance of chemotherapy and the science behind is sure to provide better outcomes for these children.

Brand recognition and responsibility is on this kind creates that loyalty that no viral video or commercial campaign ever hope to achieve. These kids who successfully beat Leukemia will think in their minds that Superman, Batman, Wonder Woman and the Green Lantern saved them. Thanks to everyone involved in that project, faith in humanity has just gone up.

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June 3, 2013

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