| Title | I TOUCH MYSELF |
| Brand | CANCER COUNCIL NSW |
| Product / Service | BREAST CANCER PREVENTION |
| Category | B01. Websites |
| Entrant | SOAP CREATIVE Sydney, AUSTRALIA |
| Entrant Company | SOAP CREATIVE Sydney, AUSTRALIA |
| Advertising Agency | SOAP CREATIVE Sydney, AUSTRALIA |
| Advertising Agency 2 | JWT Sydney, AUSTRALIA |
| Production Company | COLLIDER Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Brad Eldridge | Soap Creative | Creative Partner |
| Ashadi Hopper | Soap Creative | Executive Creative Director |
| Mark Fennel | Soap Creative | Technology Director |
| Charlotte Ludlow | Soap Creative | Senior Digital Producer |
| Mark Harricks | JWT Sydney | Executive Creative Director |
| Simon Langley | JWT Sydney | Executive Creative Director |
| Jenny Willits | JWT Sydney | General Manager |
| Vicky Ryan | JWT Sydney | Agency Producer |
| Alexandra Antoniou | JWT Sydney | Senior Art Director |
| Sylvianne Heim | JWT Sydney | Senior Writer |
| Sinead Roarty | JWT Sydney | Senior Writer |
| Tommie Mcsweeney | JWT Sydney | Tv Production |
| Trevor Crossman | JWT Sydney | Digital Strategy |
| Paul Everson | JWT Sydney | Client Services Director |
| Caroline Ludwell | JWT Sydney | Account Director |
| Monica Tobin | JWT Sydney | Account Manager |
| Daniel Askill | Collider | Director |
| Russel Boyd | Director Of Photography | |
| Clive Young | Music Producer | |
| Charley Drayton | Producer |
We brought ten of Australia’s leading female singers together to create a moving music video. From rock goddesses to indie pop sensations, soul singers to sopranos, the singers harmonise in an almost a cappella version of 'I Touch Myself'. Shot in black and white, the camera gently pans from one woman to the next, all filmed naked from the shoulders up as they sing sections of the song. The transformation of the song is an amazing story – leveraging our artists' star power through PR and social media was the way to tell it.
From the Australian Deputy Leader to the First Lady of Timor-Leste, a celebrity TV chef to a stand-up comic, women from all facets of life sent messages of support, encouraging women to touch themselves.International media picked up the campaign within hours, reaching audiences of 400 million+. Over 250,000 Australian women visited the site in the first two weeks.The greater campaign, including social media, helped the project reach 47% of Australian women. #itouchmyselfproject became a trending topic on Facebook for 2 days. In two weeks, the project achieved over $AUD 7 million in free PR, without a dollar spent on media.
1 in 8 Australian women will develop breast cancer. While most pink campaigns focus on fundraising, the importance of detecting cancer in its early stages has been largely ignored. Cancer Council NSW wanted a campaign that would inspire women of all ages to self-examine and catch the disease early. Last year, Australian rock diva Chrissy Amphlett of the Divinyls died from breast cancer. 'I Touch Myself' was their biggest hit and touched millions around the world. We brought 10 of Australia’s leading female music artists together to turn a song about female self-love into an anthem for breast cancer. The website entertains and educates, providing content, interaction and social participation. Social ambassadors, bloggers and influences were used as content co-creators in order to connect with our core audience – Australian women 15+. To engage younger women we asked them to demonstrate behaviour change by posting an I Touch Myselfie and make a pledge to touch themselves for their breast health.