Kaiser Permanente Health isn’t an industry — it’s a cause

When it’s less about creating ads and more about creating a movement.

In 2004, everyone in the health care category was saying the same thing: BLAH, BLAH, BLAH, BLAH, BLAH.

Everyone was talking about how well they can take care of you when you're sick.

We discovered that what made Kaiser Permanente different wasn't just its ability to take care of you when you're sick, but to help prevent you from getting sick in the first place. We tapped into a much larger and more powerful human truth: that people want to be as happy and healthy as they can be at every stage of life.

Simple? Yes.

But understanding that human desire helped both differentiate Kaiser Permanente from its competitors and stand for something to which everyone aspires.

Other competitors stood for health care. With this campaign, Kaiser Permanente would stand for health. Not just for its members, but for everyone.

KEY RESULTS:

“Thrive” galvanized the Kaiser Permanente community and the entire HMO sector. It gave management, physicians, and staff nationwide a rallying cry they could identify with and rededicate themselves to.
More than 250,000 new members are getting healthy, staying healthy, and thriving.
The Kaiser Permanente brand has become one of the most recognizable — and likeable — in the category.