Kaiser Permanente's inclusive Thrive campaign emphasizes "moments that matter, and that are possible through good health," says one of its senior marketing executives.
Kaiser Permanente's latest Thrive campaign ad, "Grow Old With Me," is a heartwarming 60-second ad spot that is beautiful in its simplicity; it features a number of families smiling and laughing together in a variety of settings as a tender song plays in the background.
Christine Paige |
But what truly sets it apart is its diversity—the ad includes people from several different ethnicities, a range of ages, mixed-race families, a girl with Down syndrome, and a just-married gay couple.
"Diversity and inclusion are not gimmicks or add-ons in our marketing," says Christine Paige, senior vice president of marketing and digital services for Kaiser Permanente. "They are central to who we are and have been to our organization for the 70 years it has existed. They represent the richness of ethnicities and cultures in both our workforce and membership. Kaiser Permanente's core principle is that being healthy is a right, not a privilege."
Simple Message, Simple Advertising
Indeed, diversity has been apparent throughout the Thrive campaign's 12-year history, which emphasizes total health for all. To the nation's largest health system, this means providing high-quality healthcare that is accessible and affordable, while also ensuring that patients have the knowledge, tools, and support to be the very best they can be—mind, body, and spirit, Paige says.
"It is such a universal message and has such deep emotional appeal that the ads effectively connect with consumers across economic, social, and cultural divides," she says. "Over time we have used this campaign to address many dimensions of Total Health, from childhood obesity and cancer prevention to the personal challenge of simply staying in shape. This year our advertisements celebrate the joys and accomplishments that are possible for people who are empowered to live their lives to the fullest."
After more than a decade, Kaiser Permanente and its ad agency have the creative process down.
"The process of creating the ads is fairly organic," Paige says. "We work with a great agency that understands our organization, our philosophy, and our goals. This understanding translates into great advertising. In this case our agency found music (by singer/songwriter Tom Odell) that was the perfect complement to the story we wanted to tell about moments that matter, and that are possible through good health."
The goal of "Grow Old with Me" spot is to help consumers understand that Kaiser Permanente is an advocate for their patients' health throughout their lives.
"We work to make sure our members are as healthy as they can be, no matter what stage of life or circumstance," Paige says. "This ad does a great job of showing all kinds of people in varied circumstances, each experiencing some of life's precious moments. It's the perfect way to illustrate the end benefit of health."
A History of Diversity
The decision to reflect its patients' diverse backgrounds in the ad was not a major element in the creative process because it was a no-brainer.
Diversity has been at the core of Kaiser Permanente since it started as a health plan in 1945, covering World War II shipyard workers in California. When Kaiser Permanente later opened to the general public, it was to provide a more affordable healthcare option.
"Currently we have 10.1 million members who speak more than 80 languages and represents more than 140 races and cultures, many with their own unique set of unique beliefs, behaviors, and expectations," Paige says. "It's important to us to be inclusive with respect to diverse cultures and races, gender, our LGBT members, and those who are differently abled. Our membership and communities are among the most diverse in the nation, and we want our marketing to reflect that."
Kaiser Permanente's history of inclusion dates to before the organization did any advertising. When the health system's first hospital opened in the 1940s, its founders bucked the status quo and refused to segregate patients by race. Their belief that all patients should be treated equally lead them to establishing one of the first fully integrated hospitals in California.
The health system faced naysayers then and, unfortunately, it still does in 2015. The organization's leaders have heard from some community members who are not happy with the inclusion in the ad of a same-sex couple. Paige says many more members have expressed thanks for showing that type of inclusion.
"Our advertising promotes total health, and we depict the human condition regardless of language or ethnicity," she says. "This approach, we found, resonates with all of our audiences. If you have the right message, it works. After all, everyone wants to be healthy and can relate to it, regardless of their background."
Kaiser Permanente marketers are still analyzing the campaign's results, but early metrics are strong; the TV spot has been viewed more than 17,000 times on YouTube since it was posted in September.
Marianne Aiello is a contributing writer at HealthLeaders Media.