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My husband and I loves drinking coffee. In the morning, it is our bonding moment, to sip and eat bread and talk about our plans for the day. But recently, he was diagnosed to have Diabetes Type 2. So I abruptly cut his coffee from his system because he cannot take black coffee. He is really sad about it but I am trying to figure out how to incorporate coffee again in his system. For decades, coffee had received a bad reputation. Besides allegedly triggering high blood pressure, insomnia, and hyperacidity, the Filipino habit of adding lots of sugar and cream to one’s cup has been said to aggravate diabetes. While there’s no denying the Pinoy coffee fan his morning cup, there is concern over the amount of sugar present in commercial 3-in-1 coffee mixes. The leading brand has 14.6 grams of sugar in one 20-gram sachet alone. Imagine how much sugar you’re taking in if you drink an average of three cups of coffee a day. What About Sugar-Free Coffee? For health-conscious individuals, especial

Vicks’ #TouchOfCare campaign creates awareness for children infected with HIV


Vicks, a brand synonymous with Generations of Care globally, continues its mission on transforming people’s lives with the power of care with the belief that it is Care that makes a family, and not the other way around. The brand’s #TouchOfCare 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.

“The purpose of the Vicks brand is rooted in care. With our #TouchOfCare campaign, we aim to share stories where people have transformed lives of others through their extraordinary acts of care. The story of “Agnes” was one such story which just needed to be told. We hope the campaign inspires more people to transform lives and transcend social norms, definitions and stereotypes through their own acts of care.”
-       Akhilesh Negi, P&G Brand Director Healthcare APAC

The 4-minute video heroes a child who was born with HIV infection. When his mom died from the disease, the 4-month old was handed by his immediate family to Agnes, 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 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.


“With the Touch of Care campaign, we are passionate about telling powerful stories of love. The story of Agnes just grabbed us from the start and we felt this moving tale of mother and son, amidst their challenges, was something we want to share with the world. This is the power of care that Vicks celebrates, for when you choose it, you have a hand in transforming another person’s life and make it better.” Lester Estrada, P&G Philippines Marketing Director

Vicks believes that sharing Agnes’ story will create a ripple effect that inspires people to look past the current beliefs, social norms, definitions, and stereotypes placed on people, and ultimately creates a transformative power of care. The brand also wants to create societal awareness for children born with HIV in order to change society’s beliefs and perspectives towards them. Vicks is committed to amplifying inspiring stories that show the transformation of human lives when people give a touch of care.

“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.”

-       Ajay Vikram, Publicis Singapore Chief Creative Officer, Global Clients


Vicks has partnered with Project Red Ribbon (a partner of Department of Health - National AIDS/STI Prevention and Control Program and is associated with the World Health Organization and UNAIDS). This partnership aims to give the same love and care seen in the film to the children under the “Duyan Project”. “Duyan”, a Filipino noun which means “cradle”, aims to provide care and support to children with HIV in the Philippines. Through the said program, they will be given care, love and attention, to improve their quality of life until they are once again healthy and can go back to school.

To know more about HIV, Project Red Ribbon, and the “Duyan Program” visit https://www.hivphilippines.com/duyan-program
https://www.doh.gov.ph/aids-hiv

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