Care.com

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Care.com needed to relaunch its brand and let people know it offers more than just child care.

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So how do you get people to care about Care.com again? 

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You get honest about care... really honest. Care is the hardest, most tiring, most rewarding thing you can do. The only ones who truly understand what care is like are the ones who give it. So caregivers from Care.com are the ones you can trust to give the best care when you can't be there.

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I normally try to tickle the funny bone, but I had the opportunity to flex a new muscle (and mix anatomical metaphors) with this more serious campaign.