An HIV positive child is the subject of the latest 'Touch of Care' ad by Vicks

P&G brand's Asia-Pacfic work continues to define traditional notions of family

Published On
Mar 13, 2019

Editor's Pick

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.”


Mar 13, 2019
Client :
Agency :
Vice President, Asia-IMEA Healthcare & APAC Oral :
Sujay Wasan
Regional Associate Brand Director, P&G HealthCare Asia Pacific :
Akhilesh Negi

Country Category Leader, P&G Health Care, Philippines :
Vijay Pampana
Assistant Brand Manager, P&G HealthCare Asia Pacific :
Gagandeep Singh Sumbria
Assistant Brand Manager, P&G Healthcare, Philippines :
Michael Gabriel Jayme
Chief Creative Officer, Global Clients :
Ajay Thrivikraman
Creative Director :
Sheila Gonzales
Account Management :
Natalie VanderVorst
Account Management :
Prachi Partagalkar
Account Management :
Jessica Geli
Account Planning :
Jordan Price
Account Planning :
Josh Roth
Director :
Alan Harca
Production Agency :
Production Agency :
Post Production :
Music and Sound Design :
Agency Producer :
Alain Tan
PR Agency :
Fuse Philippines
Head of Fuse :
Ley Lacsamana

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