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News release: NationalAugust 23, 2007
For more information, contact: Sybil Kelly Wartenberg at 510 271 6902 Kaiser Permanente Ads Focus on Total Health at Every Stage of Life Fourth Season of the Thrive Campaign Tackles Child Health and Dealing with Serious Illness Oakland, Calif., August 23, 2007 — Kaiser Permanente has launched the fourth season of its popular Thrive advertising campaign — television, radio and print advertisements that reflect the integrated health care organization's commitment to the total health of its members and the communities it serves. This season the TV ads look at two specific topics, child health and dealing with serious illness, in a new way that emphasizes personal power over health. The first ad, titled Kid Wisdom, is a tongue-in-cheek delivery of some important health messages for children and parents. It appeals directly to kids, featuring a young boy sharing the lessons he has learned about healthy eating and active living. He recalls his "drinking" problem as we see images of him guzzling soda, and candidly lets us know, from the bench of a T-ball game, that he takes better care of himself "now that he's older." The second ad, titled Saturday, shows a woman with cancer scheduling her radiation treatments between lunch with friends and taking a walk. The ad is based on the experiences of Kaiser Permanente members and their physicians who understand that when faced with serious disease, what is often most important to the patient is to get back to their normal life. This ad will be complemented by print and radio advertisements beginning in the fall. "This year we are continuing to evolve Kaiser Permanente's brand and what it represents by making an emotional connection with our audience," says Debbie Cantu, vice president, brand marketing and advertising. "Whether that emotion is humor, or is more poignant, our goal is to communicate how passionately we feel about maximizing well being and enabling people to live happier, healthier lives. In other words, to thrive." The $40 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 ads in 2004. The new television commercials will run in seven of Kaiser Permanente's eight operating regions this year: Northern and Southern California, Oregon/Washington state, Colorado, Georgia, Ohio and Hawaii. About Kaiser Permanente Kaiser Permanente is America's leading integrated health plan. Founded in 1945, it is a not-for-profit; group practice program headquartered in Oakland, Calif. Kaiser Permanente serves more than 8.7 million members in nine states and the District of Columbia. Today 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 156,000 technical, administrative and clerical employees and caregivers, and 13,000 physicians representing all specialties. For more information about Kaiser Permanente, visit the Kaiser Permanente News Center at: http://xnet.kp.org/newscenter
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