| Title | I TOUCH MYSELF PROJECT |
| Brand | CANCER COUNCIL NSW |
| Product / Service | BREAST CANCER PREVENTION |
| Category | A06. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | JWT Sydney, AUSTRALIA |
| Entrant Company | JWT Sydney, AUSTRALIA |
| Advertising Agency | JWT Sydney, AUSTRALIA |
| Advertising Agency 2 | SOAP CREATIVE Sydney, AUSTRALIA |
| Production Company | COLLIDER Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Langley | JWT | Executive Creative Director |
| Mark Harricks | JWT | Executive Creative Director |
| Jenny Willits | JWT | General Manager |
| Vicky Ryan | JWT | Agency Producer |
| Alexandra Antoniou | JWT | Senior Art Director |
| Sylvianne Heim | JWT | Senior Writer |
| Sinead Roarty | JWT | Senior Writer |
| Paul Everson | JWT | Client Services Director |
| Caroline Ludwell | JWT | Account Director |
| Monica Tobin | JWT | Account Manager |
| Ali Clemesha | JWT | Account Executive |
| Angela Morris | JWT | Executive Planning Director |
| Trevor Crossman | JWT | Digital Strategy |
| Jesse James Mcelroy | JWT | Agency Tv Production |
| Tommie Mcsweeney | JWT | Agency Tv Production |
| Ashadi Hopper | Soap Creative | Executive Creative Director/Digital |
| Brad Eldridge | Soap Creative | Creative Partner |
| Mark Fennel | Soap Creative | Technology Director |
| Charlotte Ludlow | Soap Creative | Senior Digital Producer |
We brought ten of Australia’s leading female singers together to create a moving music video. From rock goddesses to indie pop sensations, the singers harmonise in an almost a cappella version of I Touch Myself. Shot in black and white, the camera gently pans from one singer to the next, all filmed naked from the shoulders up as they sing sections of the song. A simple and poignant super fades up: Touch Yourself. The video is housed on a content-rich website that encourages women to change behaviour. After performing a self-examination (touching themselves) women can download their favourite artist's mix.
International media picked up on the campaign within hours of the launch, reaching audiences of 400 million plus. The project reached 47% of Australian women. Over 250,000 Australian women visited the site in the first two weeks of launch with an average unique session time of almost 7 minutes. Consumer awareness changed with over 80% of visitors getting in touch with their breast health through the self-examination information section of the website. In two weeks, the project achieved over $AUD7 million in free PR, without a dollar spent on media. #itouchmyselfproject became a trending topic on Facebook for 2 days.
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 to self-examine and catch the disease early. It was critical the campaign had cut-through in the cluttered charity space. Last year, Australian rock diva Chrissy Amphlett, of the Divinyls, died from breast cancer. ‘I Touch Myself’ was their biggest hit and touched millions of fans. Released in 1990, the single reached number 1 on the charts. We created the I Touch Myself Project, transforming a song about female sexuality into an anthem for breast cancer. The campaign consists of content made for web distribution: music video, website, social media and digital posters that link to bespoke content for each artist. The campaign entertains and educates, providing content, interaction and social participation.