The picture of health.

THE SECOND WAVE OF KAISER PERMANENTE'S EYE-CATCHING "Thrive" advertising campaign is designed to send positive, healthy eating/active living messages to consumers via billboards and magazine, newspaper, radio and television advertising.

The print and radio ads focus on everyday things that people can do to improve their health. The billboard ads remind commuters to eat their fruits and vegetables or advise them that taking time to relax is an important part of a healthy lifestyle. Another Thrive ad features a picture of a father and daughter smiling at each other with the message: "Have you had your recommended daily allowance?"

"'Thrive' is now the rallying cry for how we care for our members. When we say 'may you live long and thrive' we really mean it," said Bernard Tyson, Kaiser's senior vice president brand strategy and management, in a statement.

The Thrive campaign, which debuted last year, helped the health insurer to check into the top 10% of all health and health insurance advertising in terms of recognition.

Campbell-Ewald is the creative team behind Thrive.