Kaiser Permanente broke a direct marketing campaign yesterday to complement an image effort already under way for the country's largest nonprofit healthcare organization.
The campaign for the Oakland, CA, HMO includes direct mail, interactive, broadcast and outdoor media. Draft Chicago's Draft Health unit handles the account, and ID Media is in charge of planning and buying media.
Staying on the campaign theme, the TV spot shows the balance people try to achieve in their lives, particularly one that helps them drive. The spot breaks in California, Colorado, Georgia and several mid-Atlantic and Midwestern states.