Vicks’ #TouchOfCare Campaign Creates Awareness for Children Infected with HIV

Manila, Philippines, A strong follow up from its 2018 #TouchOfCare video, Vicks once again releases another true-to-life story on the transformative power of care, to celebrate the extraordinary stories of the people who have lived it by their actions. This time, it centers on a child infected with HIV and a woman whose love and care paved way for the transformation of both their lives. This is a powerful story that aims to challenge current beliefs, social norms, definitions, and stereotypes; a bold move aimed to address issues on discrimination.

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.

To watch the video visit: https://www.facebook.com/VicksPhilippines/videos/316478069224916/

“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.hivphilippines.com/definitions

http://www.unaids.org/en/regionscountries/countries/philippines

https://www.doh.gov.ph/aids-hiv

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Ambi Pur®, Ariel®, Dawn®, Downy®, Gillette®, Head & Shoulders®, Joy®, Olay®, Oral-B®, Pampers®, Pantene®, Rejoice®, Safeguard®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands. 

PAL Stewardess Breastfeeds Hungry Baby Passenger

In a one-on-one interview with World Vision, Organo recounted that she never had any second thoughts about it when she heard the baby crying. "Soon after takeoff, narinig namin yung iyak ng bata. Makikita mo talaga na pagod na siya sa kakaiyak. Bilang nanay din ako, alam ko ang iyak ng bata kapag inaantok siya o nagugutom (we all heard the baby crying. Anyone can see that the child is already tired from crying. As a mom, I know when a baby cries out of sleepiness or hunger)."

When the child’s mother confirmed that she ran out of infant formula, Organo first considered expressing her breastmilk, but she knew that it would take some time. So, with the permission of PAL’s line administrator and the child’s mother, Organo breastfed the infant at the plane’s galley. Organo added that the child instantly gave signals of latching as soon as the child sat on her lap. “I saw the mother’s relief when the baby stopped crying and fell asleep.” Organo considers that particular flight a special one because it was a qualifying flight for promotion and she was able to help a passenger’s child through the gift of breastmilk.

Organo admitted that it was not the first time she wet-nursed a child. “I also once wet-nursed the kid of my neighbor.” Wet-nursing is when a child breastfeeds from another woman when his/her own mother do not have the capacity to do so. The World Health Organization (WHO) and the Department of Health (DOH) recommend wet-nursing when breastfeeding and breastmilk expression are not possible.

Breastfeeding in the Workplace is Possible

Organo shared that her own breastfeeding journey has not been a walk in the park, but the fulfillment, joy, and rewards of breastfeeding truly outweigh any struggle she had to endure.

It is worth noting here that a mother's breastfeeding experience can be made a lot easier with a conducive environment and supportive people around her. Organo admitted that she never had second thoughts of breastfeeding her child prior to giving birth. Her husband’s encouragement also gave her the confidence to breastfeed her daughter even when she doubted her ability to produce enough breastmilk.

During the flight when she breastfed the baby, Organo also shared that the support of her colleagues made it possible. “There were only two female extra crew members during that flight but I never felt ashamed. (Usually after inflight service and I feel na kailangan ko nang magpump, I’ll ask permission para makapag pump ako sa private area ng plane. And they’d tell me, sige ma’am go ka lang (Usually after inflight service, I’d just ask permission if I can express milk for a while, and they’d tell me go ahead, ma’am).” Despite the demanding nature of a flight attendant’s job, her work environment still made it possible for her breastfeed her daughter even after maternity leave.
“Leaving my child after months of being together was so hard. There was guilt because I have to leave my daughter, but I see to it that I express breastmilk for her and bring it home every single day.  So, it is a big deal for moms like me that my workplace actually supports my decision to continue breastfeeding.” She also shared that the airlines has already set up a lactation station in one of their offices to support breastfeeding for ground employees. 

As mandated by Republic Act 10028 or the Expanded Breastfeeding Promotion Act of 2009, all public and private institutions shall give all breastfeeding employees not less than 40 minutes to breastfeed or to express breastmilk and allot a breastfeeding station where they can privately do so. In the case of Philippine Airlines, all breastfeeding employees are allowed to express their breastmilk every two hours or when the employee feels the need to express. During flights, breastfeeding crew members are allowed to express their breastmilk after inflight services. Organo also shared that breastfeeding is also included in staff orientation, in support of RA 10028’s provision that breastfeeding policy shall be disseminated among all employees.

As World Vision and the Department of Health implement the Mother-Baby Friendly Philippines (MBFP) project that aims to strengthen the implementation of breastfeeding laws, Patrisha Organo’s story proves that breastfeeding in the workplace is possible and doable.

Her story shows that a mother’s job is one heroic flight. No matter where they are, they only want the best for their children. Giving the best nourishment and protection through breastfeeding is the finest prelude to a child's bright future.

“Breastfeeding is the most natural way to feed your child. For breastfeeding and working moms out there, you are not alone. There’s plenty of us here breastfeeding our child, wanting the best for them. It is a commitment to your child. So, keep on going,” Organo ended.

Visit mbfp.doh.gov.ph for more information.