On August 2, Kaiser Permanente (KP) rolled out a new advertising approach, marking a significant change in the way we talk about our organization and our relationship with our members and communities we serve. The theme line is Thrive.

The thinking behind Thrive emerged from a fundamental insight: health and health care are two different things. While health care is certainly important, it is our health that really matters to us. And health means much more than not being sick. Health depends on balance, balance in our lives and balance in our attention to our whole selves--mind, body and spirit. Health is measured in our ability to achieve our goals, enjoy our relationships, make positive changes when needed, and take care of our selves and our families.

If our new advertising is successful, nonmembers will come to know KP as an advocate for health, totally committed to the well-being of our members and our communities. We believe this message is believable coming from us. After all, our mission has always been to promote health--not just treat illness and injury.

Moreover, we believe Thrive offers a refreshing, inspiring message that will ring true with many. Just as we know how important health is, we recognize that achieving it isn't easy. Our friends and neighbors are looking for answers: from family and coworkers, from health clubs and trainers, from Internet sites and in books.

Yet the people of KP deliver health every day. Sure, most of our effort goes to delivering health care. That's our job. But we promote health, too. With new online services, with health education initiatives adapted to changing needs and with our unique, team-based, integrated approach to care, we empower our members to maximize their well-being, to lead healthier, happier lives ... to thrive.

Our members recognize the value we offer as a health care delivery system and as advocates for total health. With Thrive, we hope to spread that message to those who haven't had a chance to experience KP first hand.