Kaiser starts fifth year of Thrive campaign

Pacific Business News, August 8, 2008

Kaiser Permanente announced it's moving ahead with a fifth year of its ubiquitous Thrive advertising campaign, a multi-media effort with an annual budget this year of $50 million. The latest incarnation will debut during coverage of the 2008 Summer Olympics opening ceremony in Beijing, China. Other new ads will launch next month, and the latest Thrive effort will focus more on the Internet and other "non-traditional" venues than in prior years. The television, radio, print and outdoor advertisements focus on topics such as prevention, wellness, and "thriving" at every stage of life, according to Kaiser.