Brand Awareness

Image of a woman with lines drawn on her face

The brief

The British Association of Aesthetic Plastic Surgeons (BAAPS) is the UK’s premier organisation dedicated solely to advancing safety, innovation, and excellence in cosmetic surgery. Seeking to bolster awareness of its mission to uphold public safety, particularly emphasising the hazards of cosmetic tourism, BAAPS enlisted Flipside for assistance.

Campaign Strategy & Outcomes:

  • A select group of media spokespeople from BAAPS was assembled to field journalist inquiries, ensuring cohesive messaging.
  • Strategic press office initiatives were aligned with two key events in the BAAPS calendar: the annual release of Audit Figures and the Autumn international conference, featuring a dedicated press conference.
  • The introduction of the BAAPS Press Advisory Board marked a pivotal moment, fostering direct communication between media experts and key opinion leaders in aesthetic plastic surgery. Led by Francesca Ogiermann-White, Editor of Tatler’s Cosmetic Surgery Guide, the board comprised journalists from prominent outlets like The Telegraph, Daily Mail, and HELLO! Magazine. The annual Press Advisory Board dinner provided an exclusive preview of speakers and topics at the BAAPS Annual Conference.
  • This approach yielded an impressive 345 pieces of consumer coverage over the course of a year, with a combined circulation exceeding 14.8 billion.
  • Coverage breakdown: Audit Figures accounted for approximately 44%, Cosmetic Tourism for 37%, and Other Topics Related to Cosmetic Surgery for 19%.
  • Flipside’s strategic PR efforts notably boosted website hits to the “Find A Surgeon” section by 30%.

In conclusion

Flipside PR’s strategic campaign, in tandem with BAAPS’ steadfast commitment to safety and innovation, has yielded remarkable success. Not only did the campaign achieve substantial coverage, but it also solidified BAAPS’ position as a leading authority in aesthetic plastic surgery. This collaboration sets a benchmark for future endeavours at the intersection of public relations and cosmetic surgery, reflecting a dynamic response to an evolving industry landscape.