Press Releases: Ohio
October 24, 2011
Kaiser Permanente Launches New Northeast Ohio Advertising Campaign
New Ads Underscore Commitment to Residents’ Total Health through Prevention and Everyday Care
CLEVELAND — Kaiser Permanente is extending its award-winning Thrive campaign with new advertisements appearing this month that focus specifically on the health of Kaiser Permanente’s members in Northeast Ohio and the health of the communities the organization serves in the region.
“Greater Clevelanders want great health care services, but that’s not enough. They also want a partner committed to prevention, a doctor who they know and can count on day-to-day — not just when they are really sick — and fewer hassles,” said Patricia Kennedy-Scott, president, Kaiser Permanente of Ohio. “This campaign will make more Northeast Ohio residents aware of Kaiser Permanente’s unique focus on total health, which emphasizes integrated care, prevention and empowering members with the latest technology to manage their health and communicate with their doctor.”
The new advertising campaign is the most recent demonstration of Kaiser Permanente’s commitment to Northeast Ohio residents' health. Kaiser Permanente recently announced the opening of five new medical facilities in Lake, Medina, Stark and Portage counties, as part of ongoing expansion in the region. Through its Community Benefit program, Kaiser Permanente gives more than $11 million annually to community organizations in the region to increase access to health care for underserved residents and create healthy communities.
In its growing role as a health advocate, Kaiser Permanente is reinventing what it takes to live well, be well and thrive. The ads appearing in Northeast Ohio this month focus on two important factors in that equation: prevention and everyday care.
One advertisement, “Preventing,” focuses on this cornerstone of Kaiser Permanente’s unique health care model. The ad highlights Kaiser Permanente’s efforts to work with its members to prevent chronic diseases, like heart disease and diabetes, as well as efforts to reduce red tape and filling out multiple forms. It declares: “Of all the types of medicine we practice, prevention may be our favorite.”
A second ad features Kaiser Permanente’s role in helping Ohio residents with everyday health, treating ailments such as earaches, acid reflux and the “sniffles.” Called “Everyday,” it communicates the organization’s approachability and sensibility as a care provider to handle the things that come up each day — whether common, critical or chronic — in a personal and compassionate way.
Both “Preventing” and “Everyday” will be released in the coming months in various media formats, including television, print, outdoor, digital and radio. The ads, and other content for Kaiser Permanente’s members in Ohio, can be accessed at www.kp.org/ohio.
Ohio’s “Preventing” and “Everyday” ads are an extension of the national Thrive advertising, which runs in California; Hawaii; Portland, Ore.; Denver; Atlanta; the District of Columbia; and parts of Maryland and Virginia.
In recent years, the Thrive campaign has received several accolades, including:
- Thirteen Silver Addy awards in 2009 for the television spots — “Share the Breath,” “Community Bike,” “When I Grow Up” and “Heartbeat.”
- A 2010 Bronze CLIO award for the “Emerald Cities” television ad.
- A Gold Los Angeles Addy award in 2010 for the television spot “Where Do Babies Come From?”
- Two 2011 Merit Awards, part of Gold Quill Awards, sponsored by International Association of Business Communicators, for the “Where Do Babies Come From?” television advertisement as well as the “Plus One” television spot.
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.
About Kaiser Permanente Ohio
In northeast Ohio, Kaiser Permanente addresses the health care needs of approximately 140,000 members in a nine-county area. Services are provided by more than 180 Ohio Permanente Medical Group physicians and more than 1,900 non-physician employees. In 2011, Kaiser Permanente of Ohio celebrates 47 years of providing care in Northeast Ohio.
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 8.8 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.