P&G's Vicks brand continues to redefine the traditional notions of family in its Asia-Pacific "Touch of Care" campaign, this time with a spot focused around an HIV-positive child.
Following the brand's previous ads, which told the stories of an adopted child with a rare skin condition and a little girl with a transgender adopted mother, agency Publicis Singapore has unearthed another real-life tale. Set in the Philippines, it's centered around an HIV-positive boy who is handed as a baby to Agnes, his mom's friend, after his mother dies of the disease. Agnes looks after the boy and protects him in the face of prejudice and discrimination from others in the community. Finally, she's able to rejoice when the disease is declared dormant. (At the very end, we're given a glimpse of the real-life Agnes and her son, reminding us it's a true story. )
As part of the campaign, Vicks has partnered with Project Red Ribbon on a project called the “Duyan Project”(a Filipino word which means “cradle”), which aims to provide care and support to children with HIV in the Philippines.
Lester Estrada, P&G Philippines marketing director, comments: "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.”