As an adult, I frequently hear friends talk loving of the struggles of raising a small child. They add, jokingly, that one day the tables will have turned, and they’ll be ones in the hot seat.

That’s the idea behind an intimate new campaign from the Ad Council, which aims to show how subtly the nuances of responsibility shift between caretaker and recipient of care. At the beginning of the video, we see a father trying to persuade his young daughter into eating her vegetables. He uses a funny explosive hand gesture that becomes a secret gesture between the two of them.

“With over 42.1 million caregivers in the U.S., the Caregiver Assistance campaign aims to raise awareness of the resources and information available to help them take even better care of the person who once took care of them,” they write. “In recognition of caregivers’ essential role in caregiving, these PSAs depict the circle of life, showing how roles change often without us even noticing.”

At the end of the video, we see a young caregiver attempting to feed an elderly man in a kitchen not unlike that of the previous frame. The end of the sequence is a powerful testament to love. Watch for yourself below.

SHARE this video with all your loved ones who’ve cared for you, or who you care for!
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