ARLINGTON HEIGHTS, Ill.  - Advocating that every woman deserves the right to choose which breast reconstruction option is best for her, the American Society of Plastic Surgeons (ASPS) and The Plastic Surgery Foundation (The PSF) today announced their partnership with Sientra, Inc. in support of the first national Breast Reconstruction Awareness (BRA) Day USA, October 17, 2012. As the exclusive breast implant sponsor of BRA Day USA, Sientra is taking a leading role in closing the loop on breast cancer by helping to ensure all women are educated on their reconstructive options post-mastectomy.


"We are excited to have Sientra as a sponsor of BRA Day USA and feel, as a trusted supplier of breast implants and tissue expanders, they understand the impact that reconstructive surgery can have on the lives of breast cancer survivors," said ASPS President Malcolm Z. Roth, MD. "With their support, the ASPS and The PSF will be able to significantly raise awareness of women's breast reconstruction options."

The U.S. and 20 other countries will join together for BRA Day on October 17. BRA Day USA is an initiative designed to promote education, awareness and access to breast reconstruction surgery following cancer care. This initiative is a collaborative effort between the ASPS and The PSF.

Over the next two years award-winning recording artist, New York Times bestselling author and humanitarian Jewel will work with the ASPS/The PSF as their national spokesperson, advocating on behalf of BRA Day USA through media appearances, public service announcements, a dedicated BRA Day USA song and benefit concert event.

"Sientra is privileged to be a major national contributor to BRA Day USA. We view this initiative as a critical one in educating women with breast cancer about their rightful options, considering 7 out of 10 women are not aware of these choices," explained Hani Zeini, founder and chief executive officer of Sientra. "We applaud ASPS, The PSF and renowned singer-songwriter Jewel for their joint commitment and we are proud to play an exclusive role in supporting their efforts. This campaign is a natural fit for Sientra as it is consistent with our corporate values - passion and caring, about patients and their well-being."

Please visit, and Twitter (@BRADayUSA) for more information about BRA Day USA events, the Jewel concert, the BRA Day USA song, charity and corporate partnerships and more.

About ASPS and The PSF

The American Society of Plastic Surgeons (ASPS) is the largest plastic surgery specialty organization in the world. Founded in 1931, the society is composed of board-certified plastic surgeons that perform cosmetic and reconstructive surgery. The mission of ASPS is to advance quality care to plastic surgery patients by encouraging high standards of training, ethics, physician practice and research in plastic surgery. The Society advocates for patient safety, such as requiring its members to operate in accredited surgical facilities that have passed rigorous external review of equipment and staffing.

The Plastic Surgery Foundation (The PSF), founded in 1948, supports research, as well as international volunteer and visiting professor programs. The Foundation’s mission is to improve the quality of patient care through research and development. The PSF accomplishes its mission by providing invaluable support to the research of plastic surgery sciences through a variety of grant programs, clinical trial networks, training programs and forums. The PSF works in concert with the American Society of Plastic Surgeons (ASPS). For more information about the Breast Reconstruction Awareness Fund or The PSF, please visit

About Sientra

Headquartered in Santa Barbara, Calif., Sientra is a medical aesthetics company committed to making a difference in patients’ lives by enhancing their body image, growing their self-esteem and restoring their confidence. The company was founded to provide greater choice to board-certified plastic surgeons and patients in need of medical aesthetics products. The company has developed a broad portfolio of products with technologically differentiated characteristics, supported by independent laboratory testing and strong clinical trial outcomes. The company sells its breast implants and breast tissue expanders exclusively to board-certified and board-admissible plastic surgeons and tailors its customer service offerings to their specific needs. The company also offers a range of other aesthetic and specialty products.

For more information on Sientra, please visit

Contact ASPS

Media Relations
(847) 228-9900