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. 

 

CREDITS

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

 

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