Taking a Fresh Look at Thrive in 2006
In August 2004, Kaiser Permanente launched its new advertising campaign – Thrive. The goal of the "Thrive" campaign has been to raise awareness of Kaiser Permanente in the minds of consumers and purchasers, and to increase their willingness to consider Kaiser Permanente as their health care provider using the theme of total health and well-being in order to live full happy lives.
"Total health has been a part of Kaiser Permanente's mission from the beginning," says Debbie Cantu, Vice President of Brand Marketing, "but the Thrive campaign has transformed it into a message that people can identify with." Thrive has changed outside perceptions of our organization, and has also re-energized the people of Kaiser Permanente by encouraging each of us to live well in mind, body and spirit.
As Thrive enters its third year, keeping it alive is more important than ever. This year, Kaiser Permanente will introduce three new television ads and several new radio spots to help keep the campaign fresh. The new advertisements will debut this Fall season, to remind people that we aren't just here to fix illness, we're here to make lives better.
What Thrive Looks Like in 2006
Last year, our ads encouraged people to be their own "Cause" and inspired us with the message that we all have "Power to Change." This year, our new television and radio commercials will continue to promote total heath and well being. The new ads will emphasize that Kaiser Permanente is an organization that also wants to see you when you are healthy, so we can help keep you that way.
Our Three New TV Ads
"Stay Longer"
A play on the opening scene from the popular movie, "Saturday Night Fever," this spot shows an energetic older man walking down the street in a sweat suit to the tune of the song "Stayin' Alive." Along the way, he shows how a healthy lifestyle can affect the quality and quantity of life. Message: We believe that if we see you when you're healthy, we can help keep you that way.
"Crowd Surfing"
A crowd surfer at a concert leaps onto the supportive hands of the crowd. As he is crowd surfing, the shot focuses in on those holding him up, to reveal Kaiser Permanente staff – doctors, nurses, and others. The message is that at Kaiser Permanente we aren't just connected to you, we're connected to each other. The spot also introduces the idea of "connecting" to your doctor using Kaiser Permanente.org internet tools. Because in health, as in life, being connected is a beautiful thing.
"Gym"
Based on an aerobic workout that combines Latin music with high-energy dance moves, this ad pairs similar Latin sounds (music & vocal instructions) with images of people engaged in everyday healthy activities. This ad sends the message that no matter where you are – at work, at home, at the grocery store, or playing with your child – "life is your gym."
Unlike our previous Spanish-language ads, which were produced only in Spanish and broadcast solely on Spanish-language television, "Gym" will have two versions: one in Spanish for Spanish-language television and one bi-lingual spot which combines Spanish and English in a single ad to be shown on general market television. Pairing upbeat music with images that everyone can relate to will allow all audiences to understand the message of "Gym."
When We Thrive, Others Thrive
The people of Kaiser Permanente, we are the ones that bring Thrive to life. As a health care organization we provide health care services to millions of members, and that care begins with ourselves. Kaiser Permanente employees show support for Thrive by continuing to live well each and every day—because taking care of others starts with taking care of ourselves.