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Best Video – External Corporate Campaign
Kaiser Permanente steps into winner’s circle with ‘Every Body Walk!’
A ‘Funny or Die’ PSA with actors from ‘The West Wing’ gets everybody talking—and walking.
is committed to helping shape the future of health care. As a health care provider serving more than 9 million members, its mission is to provide high-quality, affordable health care services and improve the health of its members and the communities it serves.
The health care provider wanted to engage people about the importance of walking and how it can improve overall health with a “highly memorable and relevant piece.”
When it teamed up with Funny or Die and “The West Wing” cast to create the “Walk and Talk with Every Body Walk!
” public service announcement (PSA), Kaiser Permanente marched to the front of the pack in PR Daily’s 2013 Digital PR Awards in the Best Video—External Corporate Campaign category.
The Kaiser Permanente team said it wanted to “create a buzz in traditional and social media, while driving traffic to the robust ‘Every Body Walk!’ [program] walking hub.”
It hit the mark on both.
It helped that “The West Wing” cast members—Martin Sheen (President Josiah Bartlet), Allison Janney (CJ Cregg), Dulé Hill (Charlie Young), Joshua Malina (Will Bailey), Melissa Fitzgerald (Carol Fitzpatrick), and William Duffy (Larry, congressional liaison)—were on board, donating their time to act in the video. The Oval Office at the Ronald Reagan Presidential Library in Simi Valley, Calif., made an ideal setting.
look at production helped increase enthusiasm. The PSA garnered more than 600,000 views, more than 150 media mentions, and 6 million Twitter impressions.
Did Kaiser Permanente get its message across? If this tweet is any indication, it looks as if it did:
30 minutes a day. I can do that. I say “Let’s Go for a Walk!” http://FunnyOrDie.com/m/6s7p #WestWingReunion
We congratulate the team that collaborated on the winning effort: Patrice Smith, David Mays, and Holly Potter.
Watch the video here.
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