There is a lot of branded content in the world. A lot of that branded content features personal stories. Much of it fails to stand out in a very, very cluttered environment. Vicks #TouchOfCare videos by Publicis are in that wonderful, powerful minority.
The series underlines Vicks mission to transform people’s lives with the power of care. The stories are real (except for one, which is inspired by a true story and perhaps a little less compelling because of it). They’re both harrowing and beautiful in equal measure, a perfect interweaving of a horrible situation and a loving solution.
The most recent comes from Publicis Singapore. It’s about a boy with HIV and the woman who brought him up with love and care, transforming both of their lives in the process. It also aims to challenge current beliefs, social norms, definitions, and stereotypes – addressing issues on discrimination.
Ajay Vikram, Publicis Singapore chief creative officer, global clients, stated, “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.”
Akhilesh Negi, P&G brand director healthcare APAC, commented, “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.”
Lester Estrada, marketing director at P&G Philippines, commented, “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.”
Vicks also wants to create societal awareness for children born with HIV in order to change society’s beliefs and perspectives towards them and has partnered with Project Red Ribbon (a partner of Department of Health – National AIDS/STI Prevention and Control Program, associated with the World Health Organisation and UNAIDS). The partnership aims to give the same love and care seen in the film to the children under the Duyan Project. Duyan is a Filipino noun which means “cradle”. The project aims to provide care and support to children with HIV in the Philippines.
View other #TouchOfCare films:
Creative Agency: Publicis Singapore
Chief Creative Officer: Ajay Thrivikraman
Creative Director: Sheila Gonzales
Producer: Alain Tan
Planners: Jordan Price & Josh Roth
Account Management: Natalie Vandervorst, Prachi Partagalkar & Jessica Geli
Production Companies: Elastic Films & Provill
Director: Alan Harca
Post Production Company: Elastic Films
Audio Post Company: Loudbox