The messaging was simple and compelling, creating an engaging experience rather than just posting a message. The visuals were eye catching yet peaceful, allowing rushed commuters to have a calming, soothing commute, which was not the typical experience.

71% percent of those exposed to the campaign said they are very likely or very possibly going to join. And, 37% of non-members believe Kaiser Permanente is "serious about proactively keeping people healthy," up 15% from baseline. The campaign generated positive marketplace talk and consumers requested the creative.