ISSUE
In a category that comes to life via mundane tasks like scrubbing and folding, our challenge as the authority on care has always been in helping people see chores as acts of love that help a family member thrive. Cooking, cleaning and washing for somebody over the span of 18 years is not an easy task, and a lot of times neither the parent, or the child, recognize just how important it is.
INSIGHT
As a parent/caregiver, graduation is a time of prideful sorrow. Pride for your children and what they’ve accomplished, but also a bit of sorrow as 18 years of caring, every single day, is coming to an end.
IDEA
Graduation is for the student, but the care that got them there is all about the parents.
COMPONENTS
TV, OLV, Social, PR, OOH Installation