Challenging perceptions with A Touch of Care

In the Phillippines, the lives of those living with a number of different conditions – amongst which HIV/AIDS is only one – is often a struggle as they’re considered taboo by many. Procter & Gamble brand, Vicks, launched the campaign A Touch of Care to address these taboos: “The purpose of the Vicks brand is rooted in care. With our #TouchOfCare campaign, we aim to share stories where people have transformed [the] lives of others through their extraordinary acts of care. The story of ‘Agnes’ was one such story which just needed to be told,” said Akhilesh Negi, P&G brand director, healthcare, APAC.

Watch the video below to see who Agnes is and why her story is extraordinary.

The campaign supports Project Red Ribbon (associated with the World Health Organization and UNAIDS) and the Duyan Programme, which provides care and support to children living with HIV in the Philippines.


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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