Press Releases: National
August 7, 2008
Fifth Season of the Thrive Campaign Focuses on Health Advocacy and Quality
Kaiser Permanente Continues to Spread Health with New Ads Debuting During Opening Ceremonies of 2008 Summer Olympics
Oakland, Calif. – Kaiser Permanente is launching the fifth season of its popular Thrive advertising campaign, with television, radio, print and outdoor advertisements that reflect the health care organization's commitment to the total health of its members and the communities it serves. One television ad will debut during the Olympic opening ceremonies on Friday, August 8. Two others will go into rotation in September.
When I Grow Up
Share the Breath
Previous campaigns reinforced Kaiser Permanente's focus on prevention, wellness, and "thriving" at every stage of life. The newest season's theme is "Spread Health," and highlights the work that the organization does to spread health beyond the doctor's office, sharing information about all the things that contribute to good health and resources in the community to better the health of everyone.
In one new television ad, "Community Bike," a bicycle is passed on from rider to rider, from neighborhood to neighborhood, showing people of all ages, genders, physical disabilities and cultural backgrounds. The ad is a metaphor for the concept that healthy communities start with healthy individuals, and when we share or spread health, everyone can benefit.
There also are two new television spots that highlight Kaiser Permanente's quality of care by showing how shared Kaiser Permanente research and clinical practices improve the lives of our members and how the organization, in turn, spreads or shares that expertise with the greater community. "Heart Beat" highlights the success of the Northern California region's heart health programs that reduce cardiac disease, and "When I Grow Up" is inspired by the unprecedented rates of mammography screenings performed on Kaiser Permanente women in the Southern California region.
"'Spread Health' takes on a new dimension, but the campaign reinforces that commitment to quality care, prevention and wellness is Kaiser Permanente's point of differentiation," said Debbie Cantu, vice president of brand marketing and advertising for Kaiser Permanente. "We are proud to be able to highlight the work that we do to create healthy communities and promote a culture of wellness for all."
With the Summer Olympics and presidential election dominating the airwaves this fall, the 2008 Thrive campaign is going beyond traditional advertising, with investments in more robust online, radio, print, and outdoor advertising. Bus and train wraps, cinema spots, ads in public transit areas, and displays in gyms are just a few of the ways the organization will increase the new campaign's exposure.
The ads, plus additional information about the studies highlighted in the ads, health tips, Thrive music selections and a widget, can be accessed at www.kp.org/thrive.
The $50-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 Thrive ads in 2004. The new television commercials will run in California, Oregon/Washington state, Colorado, Georgia, parts of Maryland, Virginia and the District of Columbia 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.