There’s an increased desire to use real people in ads for over-the-counter and prescription medications, reports The New York Times.

“In our culture, the whole trust thing is under fire on every level, and consumers tend to trust real people, people who are going through something similar to what they’re going through and who can guide them and inspire them,” said Jill Strickman, the founder and president of Genuine: The Real People Company. Genuine, a New York casting agency, has found patients to appear in commercials for conditions including asthma, allergies, incontinence, H.I.V., Alzheimer’s disease and depression.

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