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?Cancer Center

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Original author: 
Chris Welch

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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.

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