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Kaiser Permanente is ready to roll with a $40 million advertising campaign positioning it as a national leader in preventive health care and healthy living.
The so-called 'Thrive" campaign, set to launch Aug. in the electronic media, will include television, radio, billboards and print ads in 12 major markets, along with a Spanish-language, version. Officials say the initial broadcast campaign, based on research showing that American consumers are looking for help on achieving "total health" from their health-care providers, will ramp up during the Olympics in August and continue through the fall.
Broadcast ads will run during shows like "Law & Order," 'Oprah," and "The Today Show," according to Kaiser's advertising agency. Print ads are slated to run in major metropolitan dailies such as the San Francisco Chronicle, Sacramento Bee, Los Angeles Times, Baltimore Sun and Cleveland Plain Dealer.
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