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.
Please login with linkedin to comment
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]