Experience how Kaiser Permanente values health and sustainability with Susannah Patton and Lisa Ryan. From KP Farmers Markets to green health centers, Kaiser Permanente is tackling the issue from all angles!
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Behind the Thrive CampaignKaiser Permanente: Health Care and Sustainability
Susannah Patton and Lisa Ryan
Health Care and Sustainability – Making the Connection
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During last three years, have made a concerted effort to incorporate sustainability into the Thrive campaign Our approach is to talk about it in terms of health – healthy environments create healthy communities which in turn support healthy individuals
Who is Kaiser Permanente?
Nation’s largest not-for-profit health planFounded: 1945Patients: 8.6 millionDoctors: 14,600Employees: 167,000Medical Centers: 35Farmers markets: 30Pounds of mercury purged from hospitals: 1,390
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So who is Kaiser Permanente and what is going on behind our advertising and PR campaigns? In addition to being a very large health plan, we also host farmers markets, build green hospitals and work to remove harmful chemicals from facilities – we do this because it supports our focus on prevention. All of these efforts are important because they are linked to better health – for our patients, employees and the broader community.
Starting Out Green: Henry J. Kaiser
• 1950s: Henry Kaiser's engineers install $5 million worth of air pollution control equipment at the Kaiser Steel Mill in Fontana, Calif.
• "We're working to be a part of the answer, instead of part of the problem."
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It’s not hard to tell this story because we’ve been concerned about our impact on the environment since our founding in the 1950s
A Long Green History
Rachel Carson, author of the 1962 book "Silent Spring," delivered a keynote address in 1963 to 1,500 Kaiser Permanente physicians and scientists. It was Carson's last public address before she died.
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We invited Rachel Carson to speak in 1963 – another great anecdote that illustrates our commitment to sustainability She spoke about the harmful effects of chemicals on the environment – a topic that we’re still talking about today
• Building greener hospitals
• Buying greener materials and products
• Supporting sustainable agriculture and healthy food
How Are We Green?
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In the Thrive advertising and PR campaigns, we’re focusing on three main areas – greener hospitals, greener materials and products and healthy, sustainable food
Telling Our Green Story
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Let me share a couple of great media clips in this 3 minute video
Telling Stories Online
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We are also making our own media We launched this Web site earlier this year as a way to gather fact sheets and stories about our environmental efforts in one place
Tweeting and Blogging
Through Real People
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A lot of this work is inspired by real people One of those people is Dr. Preston Maring is a physician at Oakland Medical Center who noticed that a healthy diet rich in fruits and vegetables is key to good health. He decided to start a farmers’ market in front of his hospital in 2003. It was wildly popular there are now more than 30 such markets at Kaiser Permanente facilities around the country
Supporting It at Our KP Farmers Markets
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In 2003, we began developing outdoor boards and facility displays to promote our on site farmer’s markets and have continued the effort to present.
Promoting Locally Grown Foods
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We continue to advocate for locally grown foods in outdoor and facility displays. We’ve even created vehicle wraps in SoCal and Portland to show support for local farmers.
Partnership with EatingWell
• Dr. Maring forms partnership with EatingWell to publish farmers market cookbook
• Introduction tells story of our support for sustainable agriculture
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We’re starting to extend these messages through partnerships with like-minded companies This book came out in April – showcases recipes inspired by farmers markets
Building Green Facilities
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Our facilities are another great way that we demonstrate our commitment to healthier environments. Here are actual displays that are placed in our newer facilities to call out our commitment to buy green materials to create healthier environments – in our med centers and on the planet.
Calling it Out
Modesto Medical Center: A Green Hospital
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This is a great hybrid campaign we did last year for the opening of one of our newer facilities in Modesto. It talks to the importance of creating a healthier world and our support of it in the way we’ve built the new center.
Media Tells the Story
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We’re telling this same story in the media. We could not have written a better headline ourselves for this magazine story that came out in April.
“We want to eliminate exposure of toxic chemicals among our patients and in our communities.”
- Kathy Gerwig, environmental stewardship officer, Kaiser Permanente, 3/26/08
Our Experts are Quoted
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Our environmental experts are also spreading the word
Winning Awards
Inviting a New Way of Thinking
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Last year, we posted these ads in BART trains and bus shelters throughout the cities of SF and LA. They are spoken in the voice of nature – thanking people for their part in improving the quality and sustainability of our environment. We wanted people to stop and think about the role they can and do play to make it happen.
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A fun spin on sustainability – displayed in downtown SF
And Making It a Reality…Emerald Cities
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We are launching this new television ad in the fall. It speaks to the medical breakthroughs that are achievable through advances in health technology. It also acknowledges that lesser dependence on paper medical records means more trees.
Creating Healthier Environments
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Finally – a salute to creating healthier communities. Enjoy.
