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June 14, 2013 02:35 pm PDT

Superformula against cancer: Superhero chemotherapy for child cancer patients inBrazil

Ad agency JWT Brazil created a "Superformula" to fight cancer. They worked with the A.C. Camargo Cancer Center in Brazil and another agency client, Warner Bros., to transform chemotherapy into "superformula," with hopes of changing child patients' negative perception of the treatment.



Original Link: http://feeds.boingboing.net/~r/boingboing/iBag/~3/G6ptfVqTIDA/story01.htm

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