Ad Nut
Mar 14, 2019

Vicks brings 'touch of care' to HIV-positive kids

With Publicis Singapore, the brand uses its award-winning platform to bring attention to ignorance about those living with HIV—as well as a worthy programme to support them.

Proctor & Gamble's Vicks brand has released a new installment in its much-loved (by Ad Nut and awards juries) 'Touch of care' series. Set in the Philippines this time, 'Just a boy' tells the tale of an HIV-infected child and the woman who raises him after his biological mother dies from the disease.

Fighting the viral infection is only part of the battle for the child, as ignorance and persistent myths about HIV transmission make people reluctant to interact with anyone who carries the virus. By dramatising this, the film eloquently makes a case that the viral spread of these ideas is today more dangerous than HIV itself. While the disease can be wrested into dormancy using a proven treatment regime, fear is much harder to contain. Unfortunately, misinformation that was proven false in the 1980s still has the power to drive abhorrent outcomes, such as socially isolating and denying education to innocent children. 

As part of the campaign, Vicks has partnered with an assistance organisation, Project Red Ribbon, which is allied with the Philippines' Department of Health, the World Health Organization and UNAIDS. Specifically, Vicks cites the organisation's child-focused Duyan Project ("duyan" means "cradle"), but it's a little unclear about exactly how Vicks will be supporting the organisation. (Ad Nut has asked for clarification.)

As with the previous 'Touch of care' work, Ad Nut could rave on and on about how great this film is. But it really speaks for itself, doesn't it? In addition, the platform has done its job for the brand. Here's hoping it also works for the people whose stories it tells.

CREDITS

P&G, VICKS Philippines
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

Creative Agency: Publicis Singapore
Chief Creative Officer, Global Clients: Ajay Thrivikraman
Creative Director: Sheila Gonzales
Account management: Natalie VanderVorst, Prachi Partagalkar and Jessica Geli
Account Planning: Jordan Price and Josh Roth
Director (film): Alan Harca
Production agencies: Elastic Films and Provill
Post production: Elastic Films
Music and Sound design: Loudbox
Agency Producer: Alain Tan

PR Agency: Fuse Philippines
Head of Fuse: Ley Lacsamana

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

Related Articles

Just Published

2 days ago

Asia-Pacific Power List 2024: Edward Bell, Cathay ...

Soaring to new heights, Bell has navigated the turbulence of the past year with finesse. With a return to profits and brand awareness scores climbing by 16%, the airline's ascent is undeniable.

2 days ago

Fresh colours, new fonts: Inside Crunchyroll's rebrand

Merging classic with contemporary, the anime streaming service brings the focus on the fun and joy of anime with new visual assets.

2 days ago

Tech On Me: What Disney's leak tells us about ...

This week, we cover the hack on Disney's internal communications, how a loophole in TikTok is putting minors at risk, and how workers suffer during Amazon's Prime Day among other tech headlines in the region.

2 days ago

Arthur Sadoun on defying doubters, Q2 revenue ...

Publicis CEO talks to Campaign at Q2 results.