CHICAGO: The American Society of Plastic Surgeons (ASPS) is launching a one-year, $2 million public-education campaign to offset impressions of their profession left by a host of sensationalistic new TV shows.
Washington, DC-based firm Reingold will run the integrated campaign, focusing heavily on turning plastic surgeons into responsible ambassadors for their profession.
The agency was chosen after a summer-long competitive pitch that came down to it and Chicago-based Jasculca/Terman.
"In a world where perceptions are now being shaped by so-called reality TV, the plastic surgeons are truly concerned that people may have the wrong idea of what" they do, said agency president Janet Reingold, citing shows such as The Swan, Extreme Makeover, and Nip/Tuck. She said the campaign will throw a spotlight on "a side of the profession ignored by these shows," such as reconstructive surgery for troops and accident victims.
ASPS has run a continuous public-education campaign - mostly advertising - since 1997 with Chicago-based FRK focusing on general industry promotion. Nancy Ryan, director of PR, said the idea for the current integrated effort came from Reingold itself.
"We put out an RFP last year because we wanted to see who could take us to the next level, whatever that was," she said. Reingold's proposal shone above the rest, so we decided to contract with them."
"We also will help promote the fact that plastic surgery is safest when performed by a board-certified plastic surgeon who is specially-trained, works only in accredited facilities, and has the credentials and extensive experience required to do this intricate work," she added.
In addition to empowering plastic surgeons to speak out about their work, the campaign will consist of TV and print advertising, PSAs, web strategies, media relations, and partnership development.