Matthew Miller
Apr 14, 2014

Australian artists transform 'I Touch Myself' into breast cancer anthem

AUSTRALIA - Several Australian recording artists sing 1990s hit 'I Touch Myself' in a new campaign that honours songwriter Chrissy Amphlett while reminding women about the importance of breast self-exams.

Connie Mitchell
Connie Mitchell

Amphlett, an Australian native who co-wrote the song and recorded it as the lead singer of the Divinyls (it reached No. 1 in Australia and No. 4 in the US), died a year ago after a battle against breast cancer and multiple sclerosis.

The 'I touch myself project' campaign, by JWT Sydney for Cancer Council, features a video in which Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mitchell sing an appropriately stripped-down, soulful version of the song.

Proceeds from purchases of the video (available on iTunes and Google Play) go to the Cancer Council.

The campaign includes two 60-second TVCs, radio, digital billboards, the website developed and designed by SOAP Creative and a PR campaign by Hill+Knowlton Strategies. In social-media, the campaign is asking people to share the ways that breast cancer has touched them using the hashtags #itouchmyselfprroject or #itouchmyselfie. 



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
DOP: Russel Boyd
Music Producer: Clive Young
SOAP creative
Creative Partner: Brad Eldridge
Executive Creative Director - Digital
Technology Director: Mark Fennel
Senior Digital Producer: Charlotte Ludlow


Related Articles

Just Published

2 hours ago

Google is not killing ID solutions, but has ...

The company's overnight announcement that it would not support ID initiatives led to shock and misunderstanding. Industry experts weigh in on what it really means, and what Google's true motivations are.

5 hours ago

Agencies in APAC raced to ready themselves for ...

As clients chased after homebound consumers, agencies rushed to retool their capabilities and reskill their employees to capitalise.

5 hours ago

Former R/GA exec Nicky Bell to lead Facebook ...

She will lead a team of creative strategists across 39 offices who are tasked with helping advertisers improve their messaging across Facebook, Instagram, Messenger, Oculus and WhatsApp.

5 hours ago

Password-strength campaign gets a little personal

A confrontational campaign in Sweden grabs attention by shaming people for their poor password choices.