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.
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
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