# Powerful Stigma-Fighting HIV Ads Vicks' Touch of Care Ad Tells a True story of an HIV-Positive Boy By Ell Smith | Published 2019-03-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/touch-of-care References: [adage](https://adage.com/creativity/work/vicks-just-boy/1183431) & [vicks](https://www.vicks.ca/en-ca) Vicks' Touch of Care campaign has released a collection of heartwarming short films that step away from traditional stories seen in advertising, to spotlight the real families that benefit from its products. Its most recent video follows a young, HIV-positive boy living in the Philipines with his late mother's best friend. The powerful short film is based on a true story and documents the young boy's struggles as he lives with the stigma that's attached to an HIV-positive diagnosis. He's met with resistance, fear, and confusion, but his loving caretaker gives him all the love and support he needs. As the film closes, it's revealed the virus is dormant, followed by a powerful quote from the caretaker, "I believe that whatever is in his blood, is constantly overcome by my love for him." ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 2% | Activity: 6% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Stigma-fighting HIV Ads:** Creating impactful advertising campaigns that challenge societal stigmas surrounding HIV-positive individuals. - **Heartwarming Short Films:** Producing emotionally-driven short films that tell authentic stories of real families and individuals. - **Overcoming HIV Stigma:** Promoting acceptance and understanding to combat the stigma associated with living with HIV. ### Who This Affects Most - **Advertising:** Opportunity to revolutionize the way brands approach advertising, leveraging emotional storytelling to address societal challenges. - **Film Production:** Exploring the use of short films as a powerful medium to connect audiences with real stories and create social impact. - **Healthcare:** Developing innovative approaches to educate and challenge negative perceptions surrounding HIV-positive individuals in the healthcare industry. ## Related on Trend Hunter - [Indian Hand Hygiene Ads](https://www.trendhunter.com/trends/saafhaathsekhaaiye.md) - [Child-Focused Handwashing Ads](https://www.trendhunter.com/trends/h-for-handwashing.md) - [Hygienic Hippo Campaigns](https://www.trendhunter.com/trends/confessions-of-moo-deng.md) - [Stigma-Addressing Diabetes Shorts](https://www.trendhunter.com/trends/above-the-bias.md) - [Heartfelt Adoption Campaigns](https://www.trendhunter.com/trends/homecentre-thehomecoming.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Tech Brand HIV/AIDS Campaigns](https://www.trendhunter.com/trends/apple-pay-donations.md) - [Mental Health Awareness Campaigns](https://www.trendhunter.com/trends/itv.md) - [Emotionally Engaging Holiday Advertisements](https://www.trendhunter.com/trends/the-power-of-wishes.md)