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.
Strategy
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 ...