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Kaiser Permanente’s Thrive Campaign Showcases the Benefits of the Organization’s Integrated Health Care Delivery System

New ads will debut during 2012 Summer Olympics

July 27, 2012



KP Thrive poster shows several women walking in a park and the caption reads, "Mass Transit"

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OAKLAND, Calif. — As you watch Olympic athletes go for the big “once-in-a-lifetime” moment, Kaiser Permanente also wants you to think about staying active in the everyday game of life. The health care organization is launching its ninth season of the Thrive advertising campaign by introducing new television, radio and online advertisements that reflect the organization’s commitment to delivering high-quality health care. Two new television ads will debut during the Olympic games.

The first 30-second spot,“Small Stuff,” is a celebration of life’s simple, everyday moments. And, it’s a celebration of the benefits that comes from being dedicated to helping people live every day to its fullest. In the commercial, scenes of people enjoying these moments are juxtaposed with a voice-over highlighting several major advancements Kaiser Permanente has made in improving care delivery. The viewer sees the exhilaration on a grandmother’s face as she zip lines for the first time, while a voice-over describes how Kaiser Permanente has produced a significant reduction in broken bones for seniors. A father and his two young sons share a laugh and a headstand as the voice-over notes Kaiser Permanente’s drastic reduction in hypertension. A mother and her infant have a tender moment in a swimming pool as the viewer learns about Kaiser Permanente’s award-winning maternity care.

This combination of simple, real moments and how significant accomplishments in medical care makes moments like these possible, helps illustrate that by focusing on the big things, Kaiser Permanente is helping its members enjoy more of the little things. It’s no wonder employers have ranked Kaiser Permanente’s health plans the highest in employer satisfaction among fully insured commercial health plans.

The second ad focuses on a familiar scenario. At one time or another, you’ve probably been in a doctor’s office peppered by questions regarding your allergic reaction to medicines or your child’s immunization history. Playing off this relatable moment, “Patient Info” shows a series of patients being asked similar questions. Their responses are comical and include a frazzled mom with four screaming kids, trying to remember each child’s last immunization, and a husband using his cellphone to make a quick call to his wife for the name of his blood-pressure medication.

While these situations are presented in a humorous manner, they also illustrate the frustration of not having access to important medical information during a doctor’s visit. With Kaiser Permanente HealthConnect®, Kaiser Permanente’s comprehensive electronic health information system, these scenarios are obsolete. The system securely connects members to their health care teams and their personal health information. With health care information immediately available, Kaiser Permanente members don’t have to wonder about the names of their prescriptions, a lab result, or the date of their last immunization, which allows Kaiser Permanente to provide better, higher-quality care.

“While previous campaigns have reinforced Kaiser Permanente’s focus on prevention, wellness and ‘thriving’ at every stage of life, these new ads differentiate Kaiser Permanente from other health care providers.” said Christine Paige, PhD, senior vice president of marketing and internet services for Kaiser Permanente. “These ads demonstrate Kaiser Permanente’s role as a total health advocate, emphasizing our commitment to delivering the best quality care possible, so our members can excel in everything they choose to do.”

Kaiser Permanente is committed to delivering high-quality health care for all members, whether that care is delivered in a hospital, a medical office, a medical home setting, or on a laptop or mobile device. Kaiser Permanente is dedicated to improving the health of our members and the communities we serve.

Over the past three years, the Thrive campaign has been the recipient of numerous accolades, including:

  • Thirteen Silver Addy awards in 2009 for the television spots “Share the Breath,” “Community Bike,” “When I Grow Up” and “Heartbeat.” Out-of-home advertising executions were also recognized.
  • 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 the Gold Quill Awards, sponsored by the International Association of Business Communicators, for the “Where Do Babies Come From?” television advertisement as well as the “Plus One” television spot.

Thrive advertising will run in select media markets in California, Hawaii, Oregon, Colorado, Georgia, Ohio, Maryland, Virginia and the District of Columbia.

The multi-year Thrive campaign was created in partnership with advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first Thrive ads in 2004.

The ads, plus additional Kaiser Permanente content, can be accessed at the refreshed kp.org/thrive site. Viewers will notice a new look, new feel, and new content as they explore the updated website. The ads can also be viewed at www.youtube.com/kaiserpermanenteorg


About Kaiser Permanente

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.