Ever see someone else’s PR campaign that makes you feel both insanely jealous and utterly inspired at the same time? Yep, all the time. This week’s Cool Campaign is both poignant and perfectly suited to its target audience.

“Chemotherapy renamed “Superhero Formula” to help nervous child cancer patients”

Hospital treatment must be an even scarier process for children than it is for adults. To help make it easier global agency JWT have worked with A. C. Camargo Cancer Centre in São Paulo to rebrand chemotherapy as a ‘superhero formula’.

The agency created covers for IV bags featuring characters from the Justice League series, including Superman, Batman and Wonder Woman. They also worked with Warner Bros to create comic books in which the Justice League characters go through experiences similar to those of children with cancer, and recover their strength thanks to the Superformula.

You can watch the promotional video for the project here.

Discussing the project, JWT said:

“Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards. The experience went far beyond the covers by also providing a new look to the entire Children’s Ward: the game room was turned into the Hall of Justice, corridors and doors were decorated in the same theme, and the exterior acquired an exclusive entrance for these little heroes.”

Using your “PR Powers” as a force for good, what could be better!