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Fifth Season of the Thrive Campaign Focuses on Health Advocacy and Quality

Friday, August 8, 2008 General News J E 4
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OAKLAND, Calif., Aug. 7 Kaiser Permanente is launching thefifth season of its popular Thrive advertising campaign, with television,radio, print and outdoor advertisements that reflect the health careorganization's commitment to the total health of its members and thecommunities it serves. One television ad will debut during the Olympic openingceremonies on Friday, August 8. Two others will go into rotation inSeptember.

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 spreadhealth beyond the doctor's office, sharing information about all the thingsthat contribute to good health and resources in the community to better thehealth of everyone.

In one new television ad, "Community Bike," a bicycle is passed on fromrider to rider, from neighborhood to neighborhood, showing people of all ages,genders, physical disabilities and cultural backgrounds. The ad is a metaphorfor the concept that healthy communities start with healthy individuals, andwhen we share or spread health, everyone can benefit.

There are also two new television spots that highlight Kaiser Permanente'squality of care by showing how shared Kaiser Permanente research and clinicalpractices 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 healthprograms that reduce cardiac disease, and "When I Grow Up" is inspired by theunprecedented rates of mammography screenings performed on Kaiser Permanentewomen in the Southern California region.

"'Spread Health' takes on a new dimension, but the campaign reinforcesthat commitment to quality care, prevention and wellness is KaiserPermanente's point of differentiation," said Debbie Cantu, vice president ofbrand marketing and advertising for Kaiser Permanente. "We are proud to beable to highlight the work that we do to create healthy communities andpromote a culture of wellness for all."

With the Summer Olympics and presidential election dominating the airwavesthis 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 displaysin gyms are just a few of the ways the organization will increase the newcampaign's exposure.

The ads, plus additional information about the studies highlighted in theads, health tips, Thrive music selections and a widget can be accessed athttp://www.kp.org/thrive.

The $50-million, multi-year Thrive Campaign was created in partnershipwith Warren, Michigan-based advertising agency Campbell-Ewald, which hasworked with Kaiser Permanente since the rollout of the first Thrive ads in2004. The new television commercials will run in California, Oregon/Washingtonstate, Colorado, Georgia, parts of Maryland, Virginia and the District ofColumbia and Hawaii.

About Kaiser Permanente

Kaiser Permanente is America's leading integrated health care deliverysystem. Founded in 1945, it is a group practice prepayment programheadquartered in Oakland, California. Kaiser Permanente serves the health careneeds of nearly 8.7 million members in nine states and the District ofColumbia. It encompasses the not-for-profit Kaiser Foundation Health Plan,Inc., Kaiser Foundation Hospitals and their subsidiaries, and the for-profitPermanente Medical Groups. Nationwide, Kaiser Permanente includesapproximately 165,000 technical, administrative and clerical employees andcaregivers, and more than 14,000 physicians representing all specialties. Thesystem's Labor Management Partnership is the largest health carelabor-management partnershi
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