Tandem careplanning was born out of the founders' own personal bad experiences within the 'caregiving' industry. So they scrapped the existing model and built a new one from the ground up. At some point, the tables turn and we find ourselves taking care of a parent or a loved one. To launch this new brand to the world, we created a campaign that flips the familiar attitudes and challenges that parents face with children and shows that Tandem are the experts that help manage these challenges.