We need more heartwarming stories, don’t you think? I was watching Machine Gun Preacher starring my fave Gerard Butler and it’s a true story about a thug who turns preacher and travels to Africa to help and save lives of hundreds of children orphaned by the ongoing war. Then I came across this Vicks® Learning to Love #TouchOfCare video that’s a somewhat similar true story that happened in my very own country. Lesson learned in both is that there is a power to change if we care enough, if we allow ourselves to fulfill that change that we desire and are capable of.
I always watch these types of videos on Facebook and I’m always encouraged and given a better perspective especially when I feel like my life is getting tough. It makes me realize I’m still very lucky after all.
A single act of care not only has the capacity to transform lives, but can transcend social norms, definitions and stereotypes. In a video specially prepared by Vicks® they show that it’s Care that makes a family, and not the other way around. Thus, the film also endeavors to provoke conversations about what it means to be “a family” within contemporary society. This message is personified in a 4-minute online film inspired by the real-life story of an innocent child and his adoptive father, and how a loving touch of care is central to the transformation of both their lives.
According to Ms. Maithreyi Jagannathan, Regional Associate Brand Director, P&G HealthCare Asia: Vicks has always stood for care and the relief it provides from cold and cough by the gentle touch of our products. In this #touchofcare campaign we are elevating this brand idea and explaining how care can transform lives and the future of people who are not just connected by blood but end up being family through care itself.
According to Ms. Lipi Banerjee, Country Manager, P&G VICKS Philippines & Indonesia: “Vicks in the Philippines has a long history… mothers rely on Vicks to help them provide loving care to their families. Vicks believes that a touch of care can work wonders and with this campaign, we explore how a touch of care can build relationships and transform lives.”
Ajay Thrivikraman, Publicis Singapore Chief Creative Officer, Global Clients also commented, “as we interrogated the nature of care, we realized that it is a more transformative and powerful force than even love. To care about someone or something is a conscious choice, and a simple one that we can all make, to touch lives and transform them. Hernando’s story is all the inspiration. We needed.”
Finally, Sheron Dayoc, the film’s director too said, “to be cared for is a wonderful feeling, but the act of caring is also powerful because it can be transformative… hands gently wiping away tears, a comforting pat at the back, are maybe simple acts but can give a sense of emotional security, trust and positivity – not only for the one receiving it but also for the one sharing the touch of care. Hernando’ story is a genuine example of how caring for someone can help change how we view life – that it will never be made of milk and honey, but we always have a choice to make it better. Laking pasasalamat ko kasi naging parte ako ng paggawa ng film na ito. Sana ay maging inspirasyon rin para sa lahat!”
The campaign commenced on January 29, 2018 with the launch of the Vicks® #TouchOfCare film, supported by a digital and PR campaign led by MSLGROUP Manila and Publicis Singapore respectively.