A Super Idea

The prospect of having a child begin a course of chemotherapy must be one of the most frightening things a parent has to face. Even more so for the child, because there is so much about it that they don’t understand.¬†Well, Warner Bros. and the A.C. Camargo Cancer Center in Brazil have teamed up for a new campaign that uses Justice League superheroes to allay some of those fears.

The hospital ward itself is decorated to suggest Justice League Headquarters, custom comics have been created featuring well-known superheroes battling cancer-like entities, and chemo bags are hidden in clever plastic boxes bearing logos by the likes of Superman, Wonder Woman, and The Green Lantern.

Judging by some of the comments posted, there are some who suggest this is a form of crass commercialization of a very serious procedure. Others criticize the use of the chemo drugs themselves, suggesting there are better ways to treat juvenile cancers. Though I can see why some may find this bothersome, if it helps young children get over their fears and saves some lives too, I say “super”, let’s have more of this kind of brand involvement.


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