58. Vicks- #TouchOfCare

When we think of Vicks we immediately have the image of a mother applying the balm on our chest to get rid of cold and sickness. Many of us have had the experience first-hand of our mothers applying Vicks on our nose or neck to cure us of cold. This is what we have associated the brand with. Standing true to this identity, Vicks launched the ‘Vicks Touch of Care Campaign.’ Vicks believes that everyone deserves #TouchOfCare. Everyone deserves what it feels like to care for and to be taken care of by someone.

A mother’s touch is the safest, the most caring for children. Vicks through there advertisements and campaigns have portrayed this image multiple times. The #TouchOfCare campaign was also revolving around this insight showing two different stories of mothers and their touch of care.

1. Vicks - Generations of Care #TouchOfCare

The first part of this campaign was released in 2017. It narrated the story of Gauri Sawant, a transgender woman who adopted a girl at a very young age and provided her with the touch of care of a mother.

2. Vicks – One In A Million #TouchOfCare

This was the second edition to the #TouchOfCare campaign released in 2018. This was a story of Nisha, a young girl suffering from one of the world’s rarest skin conditions.

Both the stories had a few things in common such as:

The stories were about adopted children. This shows that a touch of care can be provided by anyone who has the heart for it. You don’t have to physically give birth to be a mother, you can be mothers to those in need of one.

The stories were about people who are not always accepted in society. This shows that everyone deserves a touch of care. Their disease or gender does not make them right or wrong.