Healthcare advertising tends to be a little bland. Far too often, the focus is on selecting the right doctor, receiving quality treatment and or receiving a good rate on health insurance premiums. However, one major health care provider and insurance carrier is striving to be different. Kaiser Permanente has launched their “Thrive” campaign that really creates awareness for its audience to think about prevention and enjoying being healthy versus trying to seek a remedy after the fact.
For example, when I walk into 24 Hour Fitness, the floor mats are from Kaiser and they say Thrive. Kaiser even has Thrive posters on the free weight and cardio sections of the gym, which sends a message that you are doing the right thing by exercising.
A few months ago, I saw an ad (Kaiser Kid Wisdom) on TV showing a young chubby child saying and showing he got into bad habits by sitting around, playing video games, eating junk food and drinking soda and consequently gained weight. He even goes as so far to slap his wiggly stomach like Homer Simpson. He then says he has changed his habits and is shown playing baseball on a team.
I thought the ad agency that put this together did an excellent job by attacking the problem of childhood obesity directly with this ad that anyone can relate to, especially children who already have those bad habits. I hope Kaiser has a system in place to measure a reduction in childhood obesity with this campaign.