Keeping Promises

Bringing trust and humanity back to health insurance

Brand

Kaiser Permanente

Industry

Insurance

Project Type

Brand Campaign

The Challenge

Kaiser Permanente has long been recognized as a leader in healthcare – but in the world of B2B, particularly among benefits decision-makers and brokers, the brand was often misunderstood, under-considered or unknown outside its core West Coast markets. We partnered to create Kaiser Permanente’s first national B2B brand campaign.

The Insight

In a category plagued by distrust, trust is the only thing that matters. Yet most health insurers hide behind jargon, disclaimers and transactional messaging – focusing on premiums, not people. The insight? Trust isn’t claimed; it’s earned. And Kaiser Permanente had already earned it with proven performance. We positioned Kaiser Permanente as the brand that delivers.

The Idea

“Keeping Promises” is more than a tagline — it’s a storytelling platform rooted in the most emotional truth in healthcare: trust. While competitors focus on deductibles, plan options and cost calculators, Kaiser Permanente speaks to something deeper. Inspired by real stories from employees, HR leaders, brokers and clinicians, the campaign put the customer at the center.

The Strategy

Each story focused on a single, powerful truth: when Kaiser Permanente makes a promise, it keeps it. Whether that promise meant detecting a life-threatening condition early, reducing employee downtime through coordinated care, or helping brokers deliver better outcomes for clients, these stories showed what makes Kaiser Permanente different. They transformed their abstract value proposition into something deeply human and memorable.

Visually and tonally, “Keeping Promises” broke category convention. No empty business jargon. No anonymous stock photography. Just bold, emotional and cinematic storytelling that captured what care really feels like – and what happens when your health partner truly shows up for you.