Broccoli used to deliver the message directly ties the creative to the media outlet. The opening line in broadcast and print is “We stand for broccoli. For Pilates. And dental floss…” No other healthcare provider stands for something beyond policy rates and plan options. Kaiser Permanente wants consumers to believe they can be empowered to maximise their wellbeing and live a happier, healthier life. In other words, to thrive.

The programme received unprecedented PR including mentions on Morning shows. The campaign was featured in the Wall Street Journal, trade press and local newspapers. Hits to landing page exceeded initial goals. The internal buzz and excitement was very supportive. All of the Kaiser regions beyond California are requesting similar programmes.