Chrissy Amphlett’s yearnful tune ‘I Touch Myself’ has been turned into a call to arms for women to touch themselves for breast cancer prevention.
‘I Touch Myself’ was the Divinyls’ biggest hit, catching attention as a bold celebration of female sexuality. Now, as per the late Chrissy Amphlett’s wish, it has been turned into an anthem for breast cancer awareness.
JWT Sydney has turned the hit song into a breast health awareness anthem for the Cancer Council in a large scale campaign that features multiple ambassadors, two 60-second television ads, the creation of the inaugural ‘I Touch Myself Day’, and more.
A trip to the ‘I Touch Myself Project’ website kicks off with a two-and-half-minute black and white music video featuring Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mithcell.
“Transforming perception and changing behaviour is what JWT is all about,” Simon Langley, executive creative director, JWT Sydney said.
“It’s a shocking fact that so many Australian women develop breast cancer, so as a tribute to Chrissy we approached her husband and fellow band member, Charley Drayton, with the idea of turning her song ‘I Touch Myself’ into a breast cancer anthem to help continue to raise awareness of the disease.
“When Chrissy sang ‘I Touch Myself’, you couldn’t help but listen. Now the ‘I Touch Myself Project’ makes sure her voice is heard loud and clear for a different reason, for breast cancer prevention.”
Amphlett passed away on April 21 2013 after battling breast cancer and multiple sclerosis. The inaugural ‘I Touch Myself Day’ will mark the first year since her passing.
The project asks women to share how they’ve been touched by breast cancer and pass their message on using the #itouchmyselfie hashtag with a picture via Twitter, Instagram, Facebook and Google+.
Women are also encraged to share a video of themselves singing their own version of ‘I Touch Myself’ using the #itouchmyselfproject hashtag.
“We hope the campaign will become a media and social media phenomena creating a movement that comes together on the 21st April every year to raise awareness of breast cancer,” Langley said.
“We’re incredibly proud as an agency to bring such an important issue as breast cancer awareness to the forefront and we are honoured to work with so many wonderful singers and in particular Chrissy’s family and friends to continue her legacy.”
Soap Creative created the www.itouchmyself.org website and the PR campaign is managed by Hill+Knowlton Strategies.
Kathy Chapman, director of cancer programs at Cancer Council NSW, said: “We know that by the age of 85, one in eight Australian women will be diagnosed with breast cancer. However, detecting breast cancer early is the most important factor in beating this disease. Through this campaign we are encouraging women to get to know their breasts better, to know what is normal for them and to participate in breast screening if they’re in the right age range. At different ages there are various steps women can take to help detect breast cancer early, however at any age if women have concerns they should contact their doctor.”
CREDITS: Client: Cancer Council Creative: JWT Sydney ECD: Simon Langley & Mark Harricks General Manger: Jenny Willits Agency Producer: Vicky Ryan Senior Art Director: Alexandra Antoniou Senior Writers: Sylvianne Heim; Sinead Roarty Account Management: Paul Everson; Caroline Ludwell; Monica Tobin; Ali Clemesha TV Production: Tommie McSweeney Executive Planning Director: Angela Morris Digital Strategy: Trevor Crossman Directors: Daniel Askill, Lorin Askill & Joel Pront Producers: Charity Downing; Rachael Ford-Davies DOP: Russel Boyd Music Producer: Clive Young Website: SOAP creative Creative Partner: Brad Eldridge Executive Creative Director – Digital: Ashadi Hopper Technology Director: Mark Fennel Senior Digital Producer: Charlotte Ludlow PR: Hill+Knowlton Strategies Production House: Collider