Spanish Language Ads on English Language Television? Kaiser Permanente Says 'Si !'

Spanish Language Ads on English Language Television? Kaiser Permanente Says 'Si !'

Innovative Bilingual TV Spots Greeted Enthusiastically

OAKLAND, Calif., Sept. 28 /PRNewswire/ -- Kaiser Permanente continues its innovative Thrive campaign with a twist, a bilingual -- Spanish/English -- commercial now airing on English language television. The ad highlights Kaiser Permanente's efforts to reach the increasingly important Latino market. In addition to the bilingual version, there is a Spanish language version that airs on Spanish language television, as well as radio spots for Spanish language radio stations.

"We strive to reflect the world we live in today, stated Debbie Cantu, vice president, brand marketing and advertising. "The Thrive campaign is forward thinking, distinctive, and unexpected in every way. We know we are on the right track because the response has been overwhelmingly positive."

Continuing the theme of total health and well-being in order to live full happy lives the newest Thrive ads, "Gym," "Stay Longer," and "Crowd Surfing" reinforce Kaiser Permanente's role as a health advocate helping members improve their lives and reap the benefits and joy of healthy living. Additionally, the new ads celebrate the diversity of our membership and the security of being to able rely on Kaiser Permanente's clinical teamwork.

Research shows the Thrive campaign, as a whole, has significantly changed consumer perceptions, showing an increase in non-members' perceptions of Kaiser Permanente as "being serious about proactively keeping people healthy, and making you feel secure that your health care needs will be met." The bilingual "Gym" ad, in particular, communicates that Kaiser Permanente is welcoming to everyone. As one focus group member said, "They show all different kinds of people. It's an invitation to everyone to be healthy!"

Campbell-Ewald and Accentmarketing are the advertising agencies behind the current "Thrive" campaign.

Kaiser Permanente is America's leading integrated health plan. Founded in 1945, it is a not-for-profit, group practice prepayment program with headquarters in Oakland, Calif. Kaiser Permanente serves the health care needs of about 8.6 million members in 9 states and the District of Columbia. Today it encompasses the not-for-profit Kaiser Foundation Health Plan, Inc., Kaiser Foundation Hospitals and their subsidiaries, and the for-profit Permanente Medical Groups. Nationwide, Kaiser Permanente includes approximately 154,000 technical, administrative and clerical employees and over 12,000 physicians representing all specialties.

Source: Kaiser Permanente

CONTACT: Beverly Hayon of Kaiser Permanente, +1-510-271-6437, or
beverly.hayon@kp.org

Web site: http://www.kaiserpermanente.org/

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