Professional association for 6,000 doctors in this dental profession.

Special Interest National Media Relations Campaign
The American Association of Oral and Maxillofacial Surgeons is the professional association for doctors in this dental profession. Because most patients who are treated by an OMS are referred by a general dentist -- members of the public have little knowledge about this profession and how they benefit the communities they serve.

Our challenge: Put a face on a profession that most people will never independently elect to see -- and demonstrate their value in the healthcare continuum. To achieve this, we got to the heart of the profession's domain -- the maxillofacial region: head, face and neck. Using the increased glamour of cigar smoking, and the ongoing consumer interest in health, we partnered with the association to launch a national story on the ill effects of cigar smoking and its link to the increased risk of oral cancer.

The result: The association's name, and the profession's role in detecting and treating oral cancer reached 110 million individuals. And increased awareness of the profession and its members' education, training and community health contributions.

This positioned the association for future media placements and gave its members a tangible example of the organization's value and power.