An area provider of home healthcare and staffing services was interested in increasing regional awareness with regard to the programs and services it offers. Unlike the competition, the company believes that the best care tends to the needs of the whole person; mind, body, and soul. To reach the greatest number of “baby boomers” and individuals within the geriatric community, we developed a series of three radio spots using snippets of an unscripted interview with the company’s founder. Each focused on a specific challenge many senior citizens and their families face, and how the company could provide help. This second spot discusses the company’s van service, which provides more than convenient travel—it provides independence. The founder’s warmth and genuine nature resonated deeply with the market, and the radio spot resulted in a measurable increase in business.