|Agency||Lowe Campbell Ewald|
Reposition the brand and change negative perceptions and declining enrollment of Kaiser Permanente non-members
Insight from research indicated that consumers are suspicious and cynical about their health and managed care. By connecting with consumers on an emotional level we needed to reinvent the language, champion a cause and redefine the system.
Consideration to join has increased significantly since the campaign was launched. Image attributes increased dramatically. The Thrive positioning galvanized the entire organization.