A radio campaign that’s thriving.

12May10

I’ve always loved writing radio. You can do a ton with a tiny budget. It’s all on you as a writer. And the bar is so damn low because 99% of the radio spots out there are absolutely horrible.

It’s that love that compels me to give huge props to the Kaiser Permanente “Thrive” campaign. The executions in other media are great, but the copywriting for the radio really shines and the production is spot on. There’s just one clever line after another without them ever sounding like they’re trying too hard. Listen to the others in the campaign here, here, here and here.

Really great work that I wish I had done.

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