OAKLAND, Calif., Aug. 7 /PRNewswire/ -- 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.
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 are also 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
http://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 America's leading integrated health care delivery
system. Founded in 1945, it is a group practice prepayment program
headquartered in Oakland, California. Kaiser Permanente serves the health care
needs of nearly 8.7 million members in nine states and the District of
Columbia. It encompasses the not-for-profit Kaiser Foundation Health Plan,
Inc., Kaiser Foundation Hospitals and their subsidiaries, and the for-profit
Permanente Medical Groups. Nationwide, Kaiser Permanente includes
approximately 165,000 technical, administrative and clerical employees and
caregivers, and more than 14,000 physicians representing all specialties. The
system's Labor Management Partnership is the largest health care
labor-management partnership in the United States. It governs how workers,
managers, physicians and dentists work together to make Kaiser Permanente the
best place to receive care, and the best place to work. For more Kaiser
Permanente news, visit the KP News Center at: http://www.kp.org/newscenter.
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