Press Releases: National
September 28, 2006
Spanish Language Ads on English Language Television? Kaiser Permanente Says “Si!”
Innovative Bilingual TV Spots Greeted Enthusiastically
OAKLAND, Calif. – Kaiser Permanente continues its innovative Thrive campaign with a twist, a bilingual – Spanish/English – commercial now airing on English language television. The ad highlights Kaiser Permanente’s efforts to reach the increasingly important Latino market. In addition to the bilingual version, there is a Spanish language version that airs on Spanish language television, as well as radio spots for Spanish language radio stations.
“We strive to reflect the world we live in today," stated Debbie Cantu, vice president, brand marketing and advertising. “The Thrive campaign is forward thinking, distinctive, and unexpected in every way. We know we are on the right track because the response has been overwhelmingly positive.”
Continuing the theme of total health and well-being in order to live full happy lives, the newest Thrive ads, “Gym”, “Stay Longer”, and “Crowd Surfing” reinforce Kaiser Permanente’s role as a health advocate helping members improve their lives and reap the benefits and joy of healthy living. Additionally, the new ads celebrate the diversity of our membership and the security of being to able rely on Kaiser Permanente’s clinical teamwork.
Research shows the Thrive campaign, as a whole, has significantly changed consumer perceptions, showing an increase in non-members’ perceptions of Kaiser Permanente as “being serious about proactively keeping people healthy, and making you feel secure that your health care needs will be met.” The bilingual “Gym” ad, in particular, communicates that Kaiser Permanente is welcoming to everyone. As one focus group member said, “They show all different kinds of people. It’s an invitation to everyone to be healthy!”
Campbell-Ewald and Accentmarketing are the advertising agencies behind the current “Thrive” campaign.
About Kaiser Permanente
Kaiser Permanente is committed to helping shape the future of health care. We are recognized as one of America’s leading health care providers and not-for-profit health plans. Founded in 1945, our mission is to provide high-quality, affordable health care services and to improve the health of our members and the communities we serve. We currently serve 8.6 million members in nine states and the District of Columbia. Care for members and patients is focused on their total health and guided by their personal physicians, specialists and team of caregivers. Our expert and caring medical teams are empowered and supported by industry-leading technology advances and tools for health promotion, disease prevention, state-of-the art care delivery and world-class chronic disease management. Kaiser Permanente is dedicated to care innovations, clinical research, health education and the support of community health. For more information, go to: www.kp.org/newscenter.
