BREAST RECONSTRUCT ION AWA R E N E SS DAY A major media and public awareness effort on behalf of the specialty. BRA DAY The American Society of Plastic Surgeons and The Plastic Surgery Foundation promoted education, awareness and access regarding post-mastectomy breast reconstruction through Breast Reconstruction Awareness Day, or BRA Day. This movement, created by ASPS Member Mitchell Brown, MD, in Canada in 2011, was adopted worldwide in nearly 20 countries in 2012. We worked to inform women, family members, caregivers and the media that the breast cancer loop remains open until a woman is informed of breast reconstruction options. This campaign is supported by corporations, institutions, private practices, our members and individuals. The entire campaign has reached women around the world, through traditional and social media channels. BRA Day takes place on the third Wednesday of October every year. Highlights: uu A Satellite Media Tour boasted 25 interviews in major markets in U.S. and Canada. uu Local events took place in more than 100 cities throughout the U.S. as our members helped spread the word about women’s breast reconstruction options after mastectomy. ASPS members hosted everything from local dance-a-thon fundraisers to special shopping days at Saks Fifth Avenue to help raise funds for research and increase public awareness of this important cause. singer-songwriter Jewel joined the campaign as the national BRADay spokesperson through 2014. uu Award-winning uu Public service announcements (PSAs) continue to keep our message in the public eye. The first PSA, “Whole Again,” has been viewed more than 23 million times on television and has 175,000 views on YouTube; overall news media coverage from the PSA reached more than 500 million people in the United States alone. received through the sale of Jewel’s single “Flower” on iTunes® will be directly applied to breast reconstruction-related research and charitable care of breast reconstruction patients. “When I was writing this song there were a lot of survivors that came to mind and I’m always continually amazed at how resilient women are, and how when faced with a difficult position they find the courage to say, ‘I am going to fight on and I’m even going to be better.’ And that’s what really made me write this song.” ~ Jewel uu Funds In 2012, the public recognition of the ASPS and its members reached new heights in part because of our new Breast Reconstruction Awareness campaign. This national campaign brought in $400,000 of funding for research to the Plastic Surgery Foundation. SPONSORED BY: W W W. P L A S T I C S U R G E R Y. O R G