Thrivers Wanted

The Healthcare Economist points us to this description of Kaiser Permanente's advertising campaign:

Kaiser said its 2008 Thrive campaign will move into new areas, including… “a robust outdoor campaign throughout Northern and Southern California,” ads that dominate gyms like 24 Hour Fitness (on walls, mirrors, water bottles and yoga mats, for example), a major presence in Vallejo’s Six Flags Discovery Kingdom amusement park, the Olympic ads, election-specific commercials and print ads in venues like Time, Newsweek, Sunset and Cooking Light, said Lisa Ryan, Kaiser’s director of national advertising.

Hmmm…Any guesses as why they are advertising at gyms, the Olympics and in Cooking Light?