Publicis Singapore creates homelessness-themed film for Vicks in Australia

The latest film from Vicks’ ongoing ‘Touch of Care’ campaign has been created for the Australian market by Publicis Singapore. Titled ‘Long Way Home’, the film is part of a promotion between Vicks and Mission Australia, described on its website as a national Christian charity that focuses homelessness, substance abuse and mental health.

The film tells the story of Sarah, a runaway who is thrown a lifeline by a concerned teacher.

Speaking to Mumbrella about the difference between this film and the ones made for Asia, P&G Healthcare’s regional associate brand director Akhilesh Negi said: “The campaign – which had previously been launched in India and the Philippines – aims to show how a ‘touch of care’ can make a profound difference in someone’s life.

“We follow the real-life story of Sarah who unfortunately experienced a period of homelessness when she was only a high school student. The care she received from a teacher helped her to turn her life around and inspired her to care for others.

“Today Sarah is a mother, and a proud case manager with Mission Australia, helping hundreds of Australian families every year.

“Vicks is partnering with Mission Australia to raise awareness of homelessness in the country, and via a donation campaign, is providing care for homeless families.”

Asked about how Sarah – whose original identity has been withheld – was picked, Negi said: “All of our Touch of Care short films have told the story of real-life people.

We were fortunate to hear about the story of Sarah, who is now a proud case manager with Mission Australia.”

Previous instalments of the Touch of Care campaign have focused on unconventional parents who adopted children and cared for them against the odds. These include a mother with a HIV positive child in the Philippines.

The parents of a girl with a rare skin condition in India.

A shiftless young man who turned his life around to better care for his adopted ward.

The first film in the series was about a child with a transgendered parent in India.


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