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.
https://www.doh.gov.ph/aids-hiv
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