Operational Excellence

April 5, 2011

Kaiser Permanente Debuts New Thrive Ad

Bilingual commercial focuses on personal opportunities to live better

Kaiser Permanente’s latest installment of its Thrive advertising campaign debuts today.

An extension of the seventh season of Kaiser Permanente’s Thrive campaign, the new 30-second spot, titled “Rain,” focuses on embracing personal opportunities to live a healthier life. Throughout the bilingual ad, various types of “healthy rain” fall from the sky as people go about their busy lives. From apples to flowers, different objects descend like raindrops and inspire people to take a pause in their day and embrace the moment. As the ad concludes, “Tomorrow’s forecast: 100 percent chance of showers. Enjoy!” we are reminded that opportunities to enjoy the moment are presented in ways as natural as rain falling from the sky.

“Every day we have a number of opportunities to embrace our personal health, but we have to make the choice whether or not to acknowledge them,” said Debbie Cantu, vice president of brand marketing and advertising for Kaiser Permanente. “This ad emphasizes Kaiser Permanente’s role as an active health partner. We want to work with our members to enable them to enjoy all of life’s moments, knowing that this is an important part of their health and the health of their families.”

Previous Thrive advertising campaigns have focused on Kaiser Permanente’s commitment to prevention, wellness and “thriving” at every stage of life. The newest ad focuses on moments that remind us to remember how important our personal health is, which reinforces Kaiser Permanente’s commitment to total health.

Along with compelling visuals, the spot tells the story in a Spanish song and features a powerful tagline, “Kaiser Permanente Viva Bien,” which means “live well.” The spot was created and produced by Accent Marketing, the Hispanic advertising agency also responsible for Kaiser Permanente’s first bilingual Spanish-language Thrive commercial, “Gym,” which debuted in 2006.

The multi-year Thrive campaign was created in partnership with Warren, Mich.-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first Thrive ads in 2004.

The bilingual spot will debut throughout April in Northern and Southern California, Portland, Ore. and Denver.

All Thrive ads can be viewed on Kaiser Permanente’s YouTube channel: www.youtube.com/kaiserpermanente.org. Additional Kaiser Permanente content, including health tips, nutritional information, recipe ideas and an exercise widget can be found at www.kp.org/thrive.