April 2nd, 1998

SAN JOSE, CA -- Four television spots promoting the services of the Santa Clara Family Health Plan to Medi-Cal-eligible families are part of an integrated media campaign including print, television and radio coverage developed by Barnestorming Creative of Los Gatos. The spots, which are currently airing on KNTV and local cable stations were shot on film by San Jose-based Tam Communications.

Conceived to appeal to a target audience of young women with children, creative director and writer Jim Barnes proposed two commercials which are each shot in Spanish and English. Instantly recognizable landmarks, like the San Jose State University campus and the fountains in front of San Jose's Fairmont Hotel, were incorporated into the shooting to subtely convey that, unlike other large health organizations, Santa Clara Family Health Plan is locally administered.

One spot draws on the talents of 12 adorable babies, 8-12 months of age, who scoot around in their diapers, and hold up signs announcing the services provided by the health plan. The other, which appeals to busy moms trying to juggle work, study, and children, uses five professional actors in four locations to encourage people who qualify for Medi-Cal to join Santa Clara Family Health Plan.

Barnes commented, "Of course the favorite is the baby spot, but the feedback on all the spots has been positive. So I think we're hitting the mark with this campaign. It was great to work with Tam Fraser on this project, because he's creative, very open to suggestions and really knows his stuff. Between my ideas and his, we created some pieces I believe will be very effective for the client."

Tam Communication's Michele Bertolone produced the spots, which were shot on film by director Tam Fraser. Fraser also edited the off-line version. Tam Communication's Ed Cook then provided the final polish in on-line.

Tam Communications is a leading digital media company, servicing corporate and entertainment clients by combining technical, creative, and communications expertise in the realms of video, interactive multimedia, and web. The company's expanding spectrum of original entertainment programming—developed for broadcast, cable, syndication, and other venues—airs worldwide. Tam Communications is a privately held company located in Scotts Valley, CA. Please visit our web site at www.tamcom.com.