Kaiser Permanente Inspires Latinos to Live a Healthier Life Through Music
Kaiser Permanente has launched “Música es salud” (Music is Health), the industry’s first in-language website where users can download music to support them in living healthier lives. Based on the concept that music is good for the health by helping you relax the mind, get revved up for a workout, give a mood boost or even fall asleep easier.
“Música es salud” provides Latinos with playlists to help them reap these health benefits. The “Música es salud” website curated by Accentmarketing, Kaiser Permanente’s Hispanic agency of record, in partnership with music branding agency Timbre, builds on Kaiser Permanente’s “Viva Bien” (Thrive) campaign that emphasizes total health and living well.
Given that Latinos are adopting new technologies –including downloading music— at a faster speed than other ethnic segments, Kaiser Permanente facilitates access to this music tool for their members and non-members alike. From categories such as Vive (Live), Muévete (Move) and Relájate (Relax), users can create motivational playlists to help them enhance their daily activities, exercise, and wind down. Site users will have the opportunity to download tracks to their personal music library for free.
“We at Kaiser Permanente are committed to the well-being of the Latino community. Our focus is on total health and we strive to provide innovative, and engaging tools to help our members, as well as the community at large, thrive,” said Lisa Ryan, Senior Director of National Advertising, Kaiser Permanente. “Our “Música es Salud” website is one such tool: it aims to explain the connection between music and health, and inspires users to use music purposefully in their daily lives.”
A new extensive series of brand ads created by Accentmarketing also launched this month. Among them, radio spots, billboards, and digital banners encouraging consumers to look at the world a little differently; a soccer ball can be a remedy for stress, a dog can be a personal trainer.
Accentmarketing has been responsible for Kaiser Permanente’s Latino branding Spanish and bilingual campaigns in partnership with Campbell-Ewald since 2005.