"Reingold turns somersaults to meet our every request and exceed our expectations. And we have the highest expectations." Nancy Ryan, American Society of Plastic Surgeons The Challenge: Extreme makeovers. False claims. Make-a-buck enterprises. Beauty at any cost. In today’s health-, youth-, and beauty-conscious society, there’s a lot of misinformation, mystery, and confusion, leaving patients ill-equipped to look out for their own safety and best interests. Client Approach: Members of the American Society of Plastic Surgeons (ASPS) want to educate prospective patients about what to look for in a plastic surgeon, and urge them to do their homework. They sought assistance in creating a national patient education campaign to help patients define and recognize quality, access patient safety information, and understand the importance of physician training and accreditation. Enter Reingold: Reingold created an integrated, strategic, multimedia communications campaign to reach out to potential consumers through advertising, websites, videos, electronic and print media, and grassroots initiatives that leverage the voice and value proposition of ASPS Member Surgeons. Reingold launched the ASPS Ambassador Program and created Ambassador Toolkits—chock-full of brochures, videos, in-office displays, and other patient education materials to help them make informed choices. Solution: In the first year of the campaign, more than 1,000 ASPS Member Surgeons (nearly 25 percent) have signed up as Ambassadors. Consumer educational messaging has permeated the media. Our “Why Choose an ASPS Member Surgeon?” video won both an Aegis and a Communicator award. And our ASPS 75th anniversary reception area viewing book—now in every ASPS Member Surgeon’s office—informs patients that their physician’s interests extend beyond vanity to humanity, an approach that encompasses quality care for all types of patients.