For Kaiser Permanente’s Medicare outreach, we set out to create a DRTV campaign that felt clear, reassuring, and genuinely human. The focus was on simplifying complex benefits while highlighting Kaiser Permanente’s integrated approach to care—making the path to better health feel accessible, personal, and within reach. Through a blend of grounded storytelling, thoughtful framing, and direct response clarity, the campaign delivered a message built on trust and real value for members.
The launch included :30, :60, and :120 broadcast and digital commercials, each crafted to drive response while maintaining the warmth and credibility central to the brand
PERFORMANCE
The campaign quickly proved its impact, earning Gold Status for its performance and delivering a 60% lift in lead volume, a 200% improvement in call-to-action response rate, and 3M targeted impressions across key markets in the first six weeks.
