Following the success of breast cancer awareness campaign ‘I touch myself’, JWT Sydney has launched the second phase which will see a number of new TVCs as well as outdoor, radio, PR and social media elements.
Once again featuring Chrissie Amphlett’s iconic song at the core, the TVCs and out of home (OOH) will aim to drive traffic to the online hub.
The OOH phase of the campaign features the late Chrissie Amphlett in black and white with ‘Touch Yourself’ superimposed across her body, along with linking directly to some of the individual artists interviews about how they have been touched by breast cancer.
The 60 second TVCs (PG and M versions) will appear across both paid and free to air TV.
The campaign has already seen praise from the creative industry with Marmalade’s executive creative director’s Neil Mallet, describing the work as beautiful and elegant.
“The TVC creative is simple but very powerful,” said Simon Langley, executive creative director, JWT Sydney.
“Beautifully shot by Oscar-winner Russell Boyd, the black and white imagery of 10 well-known women singing I touch myself is compelling to watch and will send a strong and memorable behavioural change message to Australian women.
“We were incredibly lucky to work alongside Sean Izzard, one of Australia’s leading photographers who was responsible for all the still photography and has been instrumental in helping the team create such a visually impactful campaign.”
According to Langley, the campaign has already received a huge amount of coverage, with nearly 260,000 hits on YouTube and support from celebrities such as Pink, Russell Crowe, Danni Minogue and the First Lady of Timor.
“As an agency we’re incredibly proud to bring such an important issue as breast cancer awareness to the forefront,” said Langley. “In the 48 hours after we launched the music video we reached over 4.2 million Australian women via social media and we believe the campaign will go a long way to influencing social change.
“This level of cut through together with the launch of phase two means we are confident of achieving our objectives of continuing to raise awareness of breast cancer and making ‘I touch myself’ an anthem for breast cancer,” he continued.
Check out the campaign and the music video here.