Kaiser Permanente Ad Campaign Promotes Healthful Eating
Kaiser Permanente is using its Thrive advertising campaign to encourage beneficiaries to develop more healthful eating habits and as a promotional tool for initiatives already in place, such as produce markets at some facilities, the Contra Costa Times reports.
The campaign, which began in August 2004, features commercials and billboards that "act as public health messages" with "implications of good health and prosperity," compared with other health insurance commercials that focus on hospitals and illnesses, according to the Times.
Publicity from the campaign also has helped farmers' markets at 25 Kaiser facilities. The farmers' markets are intended to increase access to fresh produce in areas where there are few grocery stores (Silber, Contra Costa Times, 1/15).