For years the health insurance company Kaiser ran a simple campaign called
"Thrive". a The campaign was started in 2004 and ran frequently for over a decade
on TV, radio, and print with simple, uplifting messages from a familiar voice
encouraging all of us to continue pursuing the best version of ourselves (Kaiser
Permanente, 2015). The campaign gave examples like running a 5k race in a
costume (among many others) to pair keeping the mood light while still pursuing
wellness. Kaiser brilliantly paired this campaign with the simple promise that as
your healthcare provider, they'd do everything in their power to help you live out a
life in which you're able to "thrive". Their sense of the word "thrive" seemed to be
a balanced individual who exercised, tried to eat well, maintained healthy personal
relationships, gave their best effort in the workplace, and didn't take themselves
too seriously along the way.
Looking back on this ad campaign, I think Kaiser did their best to present an
attainable version of wellness. a The "all or nothing" approach society sometimes
presents can drive a large group of people away from making small, incremental
changes that add up to big, positive benefits in the long run. a Positive affirmations
on the wellness journey helps keep most people on track (whether it's diet, fitness,
or mental health) and Kaiser was pairing that approach along with the health
insurance they offer as a business.
Socially, many people from my generation remember these ads as always ending in
the narrator saying "thrive", but they also mark a reference point for an era of
main stream wellness discussion, even if it was through advertisements. a I truly
feel this ad campaign reached many people in a personal way, because sometimes
all an individual needs is to hear, "hey, you're doing your best and keep it up!" a
Kaiser provided unique ways to help people achieve wellness in a fun, light-
hearted fashion. a The social impact of that is immeasurable!
References:
Kaiser Permanente. (2015, September 8). Newest Thrive Campaign advertisements
are launched. Kaiser Permanente. Retrieved July 20, 2022, from
https://about.kaiserpermanente.org/our-story/news/announcements/kaiser-
permanente-launches-newest-advertisements-in-thrive-campa
