JWT joined with Warner Bros. and the A.C. Camargo Cancer Center in São Paulo, Brazil, to craft a super-powerful campaign designed to help children with cancer better understand their treatment and be less frightened by chemotherapy. The initiative revolves around superheroes.

Colorful chemo-bag covers with the insignia of Superman, Batman, Wonder Woman and Green Lantern are used to transform the oft-scary drugs into a “Superformula.” Specially drawn comic books tell medically realistic tales of the Justice League defeating cancer-like diseases to resume their war against evil.