True testimony

Spike Advertising’s testimonial campaign for the Central Vermont Medical Center features people speaking candidly about serious illnesses and health concerns.

One TV spot from the Burlington, Vt., shop features a diabetic woman who learns to control her disease through a program at CVMC.

The effort is intended to strike “a positive, emotional response” with target audience, which consists of women 30 and older, said Spike president Ken Millman.

A second commercial shows a married couple discussing the quality nursing the husband received when he was treated for colon cancer. “They were caring, gentle people, who I’m sure contributed to my quick recovery,” he says.

“I just asked them questions, [and they] opened up to me,” said Millman, who asserts that the second spot was entirely unscripted.

Print is also in the mix, and Spike is handling media buying chores. A third testimonial spot is on tap for the summer.