Press Releases: National
September 15, 2009
Kaiser Permanente Introduces New Ad, Re-launches Two Previous Ads
Ads Advocate Healthy Lifestyles by Encouraging Members to Invest in Their Health
OAKLAND, Calif. — Kaiser Permanente’s innovative “Thrive” advertising campaign has been extended with the launch of a new ad titled “Invest.” The 30-second spot, which focuses on the organization’s commitment to the health and well-being of members at every stage of life, is reminiscent of themes found in earlier “Thrive” ads, including the popular “Kid Wisdom” and “Saturday.”
“We want consumers to understand who we are and what we stand for," said Debbie Cantu, vice president, brand marketing and advertising. “We strive to reflect the world we live in today. ‘Thrive’ is the embodiment of how we care for our members. When we say ‘may you live long and thrive,’ we really mean it.”
The organization also is reintroducing, “When I Grow Up” and a Spanish-language version of “Mural.”
“When I Grow Up” was inspired by the unprecedented rates of mammography screenings performed on Kaiser Permanente women in Southern California, and has been one of the most popular ads in the “Thrive” series.
“Mural,” a commercial featuring Latin music, tells a story of young artists in an urban neighborhood who transform a city wall by creating a beautiful mural of a park with a farmers market and a soccer field, demonstrating how healthy environments play an instrumental role in total health and wellness. Using a technique that water-washes a stencil pattern onto a soiled wall, the patterned scene comes to life as the spot closes with the words, “Imagine Health. Kaiser Permanente. Viva Bien.” This is the first time the Spanish language version of “Mural” has run in Spanish language television markets.
“These three ads reinforce Kaiser Permanente’s role as a health advocate helping members to improve their lives and reap the benefits and joys of healthy living through prevention,” said Jeffrey Weisz, MD, executive medical director and chairman of the board of the Southern California Permanente Medical Group, whose 5,000 physicians provide care exclusively to Kaiser Permanente’s 3.3 million members in Southern California. “Additionally, the new ads celebrate the diversity of the organization’s membership and the reliability of Kaiser Permanente’s clinical excellence.”
With the debut of the sixth season of the “Thrive” campaign, http://kp.org/thrive has been refreshed with a new look, new feel, and new content for Kaiser Permanente members, employees, physicians, and the general public. The new ads, as well as six new topical sections, can be found on the Thrive site. The site is an interactive health and wellness destination containing tools, information and frequent posts to help people live healthier lives.
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. These television commercials will run in California, Oregon/Washington state, Colorado, Georgia, the District of Columbia, parts of Maryland and Virginia, 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.