Kaiser Permanente has launched the fourth season of its "Thrive" campaign—via television, radio and print ads that reflect the integrated health care organization’s commitment to the total health of its members and the communities it serves. This season the TV ads look at child health and dealing with serious illness, in a new way that emphasizes personal power over health. The first ad, titled Kid Wisdom—is a tongue-in-cheek delivery of some important health messages for children and parents. It appeals directly to kids, featuring a young boy sharing the lessons he has learned about healthy eating and active living. He recalls his "drinking" problem as we see images of him guzzling soda, and candidly lets us know, from the bench of a T-ball game, that he takes better care of himself "now that he’s older." The second ad, titled Saturday, shows a woman with cancer scheduling her radiation treatments between lunch with friends and taking a walk. The ad is based on the experiences of Kaiser Permanente members and their physicians who understand that when faced with serious disease, what is often most important to the patient is to get back to their normal life. This ad will be complemented by print and radio ads beginning in the fall. The 40-million-dollar, multi-year Thrive Campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the roll-out of the first ads in 2004. The new television commercials will run in seven of Kaiser Permanente’s eight operating regions this year: Northern and Southern California, Oregon/Washington state, Colorado, Georgia, Ohio and Hawaii.