About Town | Vicks' #TouchOfCare Campaign Creates Awareness for HIV infected Children
A strong follow up from its 2018 #TouchOfCare video, Vicks
once again releases another true-to-life story on the transformative power of
care, to celebrate the extraordinary stories of the people who have lived it by
their actions. This time, it
centers on a child infected with HIV and a woman whose love and care paved way
for the transformation of both their lives. This is a
powerful story that aims to challenge current beliefs, social norms,
definitions, and stereotypes; a bold move aimed to address issues on
discrimination.
Vicks,
a brand synonymous with Generations of Care globally, continues its mission on
transforming people’s lives with the power of care with the belief that it is
Care that makes a family, and not the other way around. The brand’s
#TouchOfCare campaign brings to the surface societal taboos and sheds light on
them to inspire change in perspectives and preconceived biases. It reveals how
anybody with a loving touch of care has the capability to
transform another person’s life.
“The purpose of the Vicks brand is rooted in care. With our #TouchOfCare
campaign, we aim to share stories where people have transformed lives of others
through their extraordinary acts of care. The story of “Agnes” was one such
story which just needed to be told. We hope the campaign inspires more people
to transform lives and transcend social norms, definitions and stereotypes
through their own acts of care.”
- Akhilesh Negi, P&G Brand Director
Healthcare APAC
The 4-minute video heroes a child who was
born with HIV infection. When his mom died from the disease, the 4-month old
was handed by his immediate family to Agnes, his mom’s friend. Captured in the
story is how Agnes later on found out about the child’s condition, and instead
of turning away from the unexpectedly difficult situation, she committed to
raise him and showered him with love and care. It was the start of a beautiful
life transformation for the two; revealing how Agnes fought for child’s life
against all ridicule and discrimination from the people around them. Today, with
Agnes’ unfaltering love and care, the child is 4
years old and his HIV infection lays dormant in his body.
“With the Touch of Care campaign, we are passionate about
telling powerful stories of love. The story of Agnes just grabbed us from the
start and we felt this moving tale of mother and son, amidst their challenges,
was something we want to share with the world. This is the power of care that
Vicks celebrates, for when you choose it, you have a hand in transforming
another person’s life and make it better.”
- Lester Estrada, P&G Philippines Marketing
Director
Vicks
believes that sharing Agnes’ story will create a ripple effect that inspires
people to look past the current beliefs, social norms, definitions, and
stereotypes placed on people, and ultimately creates a transformative power of
care. The brand also wants to create societal awareness for children born with
HIV in order to change society’s beliefs and perspectives towards them. Vicks is
committed to amplifying inspiring stories that show the transformation of human
lives when people give a touch of care.
“While brands have the power to lead conversations and
influence culture, it is ordinary people in their everyday lives who actually
inspire these brands to reflect relevant realities in our advertising. This
extraordinary ability of a person to transcend every imaginable boundary to
feel and care for another life, another human being, continues to be the
inspiration for Vicks’ "Touch of Care" campaign across multiple
geographies. To celebrate the lives, amplify the stories and support our
everyday heroines and heroes is a privilege for our brand.”
- Ajay Vikram, Publicis Singapore Chief
Creative Officer, Global Clients
Vicks
has partnered with Project Red Ribbon (a partner of Department of Health -
National AIDS/STI Prevention and Control Program and is associated with the World
Health Organization and UNAIDS). This partnership aims to give the same love
and care seen in the film to the children under the “Duyan Project”. “Duyan”, a
Filipino noun which means “cradle”, aims to provide care and support to children
with HIV in the Philippines. Through the said program, they will be given care,
love and attention, to improve their quality of life until they are once again
healthy and can go back to school.
To
know more about HIV, Project Red Ribbon, and the “Duyan Program” visit https://www.hivphilippines.com/duyan-program
https://www.doh.gov.ph/aids-hiv
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Procter & Gamble
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