Overview
For federal employees, open enrollment season for health insurance lasts just four weeks. Kaiser Permanente had to make a splash and stand out from the pack.

Insight
Kaiser Permanente was repositioning from healthcare provider to health advocate—empowering its members to live well and “Thrive.”

Approach
Give the positioning a uniquely federal voice. Language straight from the National Archives couples with vibrant imagery to connect with the target like never before.

Results
The campaign created tremendous buzz and now serves as a model for Kaiser Permanente regions across the country.