In a climate where cosmetic surgery is increasingly common, the Cosmetic Surgery Foundation (CSF) set out to clear up the confusion surrounding the practice.
The Internet, media, and advertising all contributed to the confusion, and the CSF needed to educate consumers about how they could ensure their own safety.
CSF accepted MS&L's pitch for a campaign designed to educate consumers and the organization's members. "The strategy was first based on the efforts we make to inform our own members and second on clearing up the confusion that exists with consumers," says Craig Sondalle, CSF executive director.
MS&L and CSF first set out on member communications, developing a physician toolkit to distribute at the annual meeting in Phoenix. Added to that were built-in participation motivators, like the "Get Wise" member challenge, which offered an incentive to members for the most referrals via a link from their site to bewiseaboutbeauty.org. That Web site provided information about specific procedures, what to look for when choosing a cosmetic surgeon, and myths and facts about cosmetic surgery.
Sondalle says it's early to be citing results in a campaign that seeks to measurably move public opinion and awareness over the long haul. "We were not going to move the needle all the way in the first year," he notes. "Having said that, we certainly met our goals for the first 12 months." In a USA Today piece, the writer correctly identified both surgeons in the story as cosmetic surgeons, evidence that confusion between cosmetic and plastic surgery is clearing up.
With MS&L's help, the CSF hopes to continue clearing up public confusion around cosmetic surgery.
PR team: Cosmetic Surgery Foundation (Chicago) and Manning Selvage & Lee (Chicago)
Campaign: Be Wise About Beauty
Duration: May 2006 to April 2007
Budget: More than $400,000