- The Washington Times - Sunday, May 15, 2005

The American Society of Plastic Surgeons (ASPS) is hoping to educate potential plastic surgery patients in a campaign that promotes safety and the importance of using board-certified surgeons.

Reingold Inc., based in the District, has created the $2 million integrated campaign to encourage patients to choose an ASPS member surgeon.

Consumer demand for plastic surgery has increased, thanks in part to the popularity of TV programs such as “Nip/Tuck,” “The Swan,” “Extreme Makeover” and “I Want a Famous Face.”

“The reality shows have educated people about procedures,” said Nancy Ryan, director of public relations for the association. “The concern we have is about safety for patients.”

ASPS represents about 5,000 plastic surgeons who are certified by the American Board of Plastic Surgery or by the Royal College of Physicians and Surgeons of Canada.

Reingold has created several print ads, which will appear this summer in magazines such as Cosmopolitan, Allure, Fitness, Self and Women’s Day.

One ad reads: “The best plastic surgeons aren’t afraid of tough questions. They welcome them.”

The ad directs potential patients to the association’s Web site, plasticsurgery.org.

In addition, ASPS member surgeons will serve as “ambassadors” within their communities by educating patients and displaying posters, brochures and other campaign materials in their offices.

The campaign will continue at least through the end of the year.

Cash cows

If you were wondering what those cows were doing roaming all over Maryland last month, the mystery has been solved.

The cows ? well, people dressed as cows ? were part of a campaign to promote the Maryland Lottery’s “Let Yourself Play” theme. The campaign was created by Eisner Communications in Baltimore.

Cows were seen playing tennis, hanging out at restaurants, exercising at gyms and shopping at malls. They would direct people to bovineunite.com, which included games, videos and a message board.

The cows were used to generate buzz, and that is exactly what they did. The Internet was full of message boards speculating about whether Chick-fil-A, People for the Ethical Treatment of Animals or another group was behind the cow movement.

Earlier this month, a 60-second ad exposed the truth. The ad features two cows tipping a college student’s bed while he sleeps. The new take on “cow tipping” is in the spirit of the Lottery’s motto, “In life, whoever has the most fun wins.”

Eisner officials say the cows came to mind because the grazing animals usually don’t have much fun.

The ad will run through next month.

New wins

• The Martin Agency has signed on two new clients. The Richmond ad agency has been hired by Bethesda-based CoStar Group Inc., which provides commercial real estate information. The Martin Agency also has been assigned the Delta Faucet Co.’s brand advertising account. Delta Faucet, with headquarters in Indianapolis, manufacturers residential and commercial faucets.

Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other Monday.

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