This four-minute video for Vicks Philippines–directed by Alan Harca and produced by Elastic Films and Provill for Publicis Singapore–introduces us to a child who was born with HIV infection. When his mom died from the disease, the four-month old was handed by his immediate family to “Agnes” (an assumed name to protect her real identity), his mom’s friend. Captured in the story is how “Agnes” later on found out about the child’s condition, and instead of turning away from the unexpectedly difficult situation, she committed to raise him and showered him with love and care. It was the start of a beautiful life transformation for the two; revealing how “Agnes” fought for her child’s life against all ridicule and discrimination from the people around them. Today, with “Agnes”’ unfaltering love and care, the child is 4 years old and his HIV infection lays dormant in his body.
Just A Boy continues Vicks’ #TouchOfCare campaign, sharing another true-to-life story on the transformative power of care. The campaign brings to the surface societal taboos and sheds light on them to inspire change in perspectives and preconceived biases. It reveals how anybody with a loving touch of care has the capability to transform another person’s life.
Ajay Thrivikraman, Publicis Singapore’s chief creative officer, global clients, said, “While brands have the power to lead conversations and influence culture, it is ordinary people in their everyday lives who actually inspire these brands to reflect relevant realities in our advertising. This extraordinary ability of a person to transcend every imaginable boundary to feel and care for another life, another human being, continues to be the inspiration for Vicks’ ‘Touch of Care’ campaign across multiple geographies. To celebrate the lives, amplify the stories and support our everyday heroines and heroes is a privilege for our brand.”
