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Kaiser Permanente Introduces New Ad, Re-launches Two Previous Ads
Date:9/15/2009

OAKLAND, Calif., Sept. 15 /PRNewswire/ -- Kaiser Permanente's innovative "Thrive" advertising campaign has been extended with the launch of a new ad titled "Invest." The 30-second spot, which focuses on the organization's commitment to the health and well-being of members at every stage of life, is reminiscent of themes found in earlier "Thrive" ads, including the popular "Kid Wisdom" and "Saturday."

"We want consumers to understand who we are and what we stand for," said Debbie Cantu, vice president, brand marketing and advertising. "We strive to reflect the world we live in today. 'Thrive' is the embodiment of how we care for our members. When we say 'may you live long and thrive,' we really mean it."

The organization also is reintroducing, "When I Grow Up" and a Spanish-language version of "Mural."

"When I Grow Up" was inspired by the unprecedented rates of mammography screenings performed on Kaiser Permanente women in Southern California, and has been one of the most popular ads in the "Thrive" series.

"Mural," a commercial featuring Latin music, tells a story of young artists in an urban neighborhood who transform a city wall by creating a beautiful mural of a park with a farmers market and a soccer field, demonstrating how healthy environments play an instrumental role in total health and wellness. Using a technique that water-washes a stencil pattern onto a soiled wall, the patterned scene comes to life as the spot closes with the words, "Imagine Health. Kaiser Permanente. Viva Bien." This is the first time the Spanish language version of "Mural" has run in Spanish language television markets.

"These three ads reinforce Kaiser Permanente's role as a health advocate helping members to improve their lives and reap the benefits and joys of healthy living through prevention," said Jeffrey Weisz, MD, executive medical director a
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