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

 

Related Articles

Just Published

40 minutes ago

With pandemic as backdrop, Jollibee departs from ...

A new campaign from BBH Singapore takes a sombre but ultimately heartwarming look at life under the pandemic, delivering 'A message from the future' about the lasting lessons we can take from the past year and a half.

12 hours ago

Facebook extends 'more together' thought with ...

Watch the film conceptualised by Taproot Dentsu here.

12 hours ago

Ogilvy names Liz Taylor as global chief creative ...

Taylor becomes first woman to hold Ogilvy's top creative position.

13 hours ago

Don’t like policing people and if a brand is legal, ...

The Indian actor opens up what he likes and dislikes about advertising, why he’s not on social media, and why he believes OTT is far superior to television