Vicks, a brand under Procter & Gamble, has collaborated with Publicis Singapore to launch a film in South Africa titled "Where Joy Lives", which tells the true story of an orphaned boy named Lizo Tom. The three-minute film shows how a personal tragedy in Tom's life set him on a course to care for 47 children at the Luvuyo Creche orphanage in Mamelodi, Pretoria.
The story outlines how Tom was abandoned at birth and met Mama Abisana at a children's home, who cared for him and helped him find a sense of belonging. As an adult, Tom faces a painful tragedy as he looses his son, and he tells Mama Abisana that his life made no sense anymore, to which she responded: "We are not put on this earth for ourselves but for others. I am because we are."
Carrying this message forward, Tom then finds solace in taking care of the children at the Luvuyo Creche orphanage. The film has garnered 40,607 views on Vicks' South African Youtube channel at the time of writing.
In a statement to Marketing, a spokesperson from Publicis said the Vicks “Touch of Care” platform has been running for three years now and Vicks hope it will continue to be a platform to champion more care in the world, as well as celebrate inspiring people with acts of extraordinary care. The spokesperson added that two films have been released in India (in 2017 and 2018) and the Philippines (in 2018 and 2019), while one has been released in Australia in 2019.
Prenessa Pillay, brand manager at Vicks South Africa said Tom's story intends to provoke conversation around the impact of care on those who need it the most, adding that care fosters a sense of belonging and purpose. She also encourages all South Africans to watch and share Tom's story, and remember that a little "Touch of Care" can go a long way.
Ajay Vikram, Publicis chief creative officer, global clients, said through the Vicks' Touch of Care international platform, it can continue to celebrate the inspiring individuals who help transform the world around them through their capacity to care. "Extraordinary acts of care truly transcend all boundaries," Vikram added.