I Touch Myself Project Launch
<Cancer Council NSW>

The breast check anthem that rocked the world and was recognised by the Gunn Report as one of most awarded campaigns globally.

 

I Touch Myself Project – Cancer Council NSW
When Australian rock diva, Chrissy Amphlett, died from breast cancer, we created the I Touch Myself Project in collaboration with her estate. On the first anniversary of her passing, we reimagined her No. 1 hit song ‘I Touch Myself’ as a breast health anthem and pledged to create a new campaign every two years to reach young women. The music video picked up multiple Gold Lions and two Grand Prix from Adfest and Mad Stars and was featured in the Gunn Report’s All Guns Blazing category (now WARC Rankings) as the 7th most awarded campaign in the world in 2015.

Director: Daniel Askill / Joel Pront

400M+ Reach No.1 Trending Facebook Topic 250% Increase in First Time Self-Checks
Awards Cannes, One Show, D&AD, LIA, Clios, NY Festivals, Adfest, Mad Stars, Spikes, AWARD, ADMA, IAB MIXX

The music video.

In 2014, the I Touch Myself Project transformed the Divinyls’ hit song into a breast health anthem to inspire Australian women to self-check. In 2018, Berlei wanted a campaign that would reach women in every corner of the globe. We decided to create a new version of the song, not with a singer, but with a super influencer who would be willing to front the project for no fee. We approached one of the world’s greatest influencers who, despite not having sung professionally before, agreed to become a champion for women’s health. With an influence score of 98%, it meant that when Serena Williams sang, women listened, touching over I.12 billion people across 95 countries and increasing the conversation about self-detection by 252% (compared to BCAM October 2017). By lending her voice to the Project, Serena has helped put the importance of early detection on the global stage.

The case study.

Project Links
Billboard

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