Press Releases: National
August 23, 2007
Kaiser Permanente Ads Focus on Total Health at Every Stage of Life
Fourth Season of the Thrive Campaign Tackles Child Health and Dealing with Serious Illness
Oakland, Calif. – Kaiser Permanente has launched the fourth season of its popular Thrive advertising campaign — television, radio and print advertisements that reflect the integrated health care organization's commitment to the total health of its members and the communities it serves.
This season the TV ads look at two specific topics, child health and dealing with serious illness, in a new way that emphasizes personal power over health. The first ad, titled Kid Wisdom, is a tongue-in-cheek delivery of some important health messages for children and parents. It appeals directly to kids, featuring a young boy sharing the lessons he has learned about healthy eating and active living. He recalls his "drinking" problem as we see images of him guzzling soda, and candidly lets us know, from the bench of a T-ball game, that he takes better care of himself "now that he's older."
The second ad, titled Saturday, shows a woman with cancer scheduling her radiation treatments between lunch with friends and taking a walk. The ad is based on the experiences of Kaiser Permanente members and their physicians who understand that when faced with serious disease, what is often most important to the patient is to get back to their normal life. This ad will be complemented by print and radio advertisements beginning in the fall.
"This year we are continuing to evolve Kaiser Permanente's brand and what it represents by making an emotional connection with our audience," says Debbie Cantu, vice president, brand marketing and advertising. "Whether that emotion is humor, or is more poignant, our goal is to communicate how passionately we feel about maximizing well being and enabling people to live happier, healthier lives. In other words, to thrive."
The $40 million, multi-year Thrive campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first ads in 2004. The new television commercials will run in seven of Kaiser Permanente's eight operating regions this year: Northern and Southern California, Oregon/Washington state, Colorado, Georgia, Ohio and Hawaii.
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.
