PR professionals often come in for a lot of stick. From the ‘celeb’ PRs who work tirelessly to keep their clients misdemeanours out of the press to the PR bunnies who seemingly do little more for a living drink cocktails, the world of PR is often seen in a tainted light.
However, this story might just go some way to changing the views of even the most cynical PR critic. Global PR agency JWT has joined forces with a cancer treatment centre in Brazil to help ease children’s fears about receiving chemotherapy. The agency, which also works with Warner Bros has rebranded the drug ‘Superhero Formula’ and designed covers for IV bags featuring characters from the Justice series, including Superman, Batman and Wonder Woman. In association with Warner Bros, the agency has also created a series of comic books featuring a character who is suffering from cancer and who goes on to recover his strength thanks to the ‘Superformula’.
As a B2B PR specialist agency we think this story is a fantastic example of the level of creativity that can come from the world of PR and how it can be used for the greater good. Here’s hoping that this project is a huge success and is rolled out globally so that all children in need of this vital but scary treatment can feel like a superhero.
