THE WOMAN BEHIND THE VOICE

Bronze Spike

Case Film

Presentation Image

TitleTHE WOMAN BEHIND THE VOICE
BrandI TOUCH MYSELF PROJECT
Product / ServiceI TOUCH MYSELF PROJECT
CategoryE05. Influencer / Talent
EntrantWUNDERMAN THOMPSON Sydney, AUSTRALIA
Idea Creation WUNDERMAN THOMPSON Sydney, AUSTRALIA
Production COLLIDER Sydney, AUSTRALIA
Production 2 WUNDERMAN THOMPSON Sydney, AUSTRALIA
Post Production COLLIDER Sydney, AUSTRALIA

Credits

Name Company Position
Simon Langley Wunderman Thompson Chief Creative Officer
Sinead Roarty Wunderman Thompson Creative Director
Amee Wilson Wunderman Thompson Art Director
James Southey Wunderman Thompson Copywriter
Angela Morris Wunderman Thompson National Chief Strategy Officer
Ana Lynch Wunderman Thompson Partner
Bronte Rohig Wunderman Thompson Engagement Manager
Gabe Hammond Wunderman Thompson Senior Producer
Kel Gronow Wunderman Thompson Editor
Brie Stewart Wunderman Thompson Creative Director, Content
Sam Cole Wunderman Thompson Senior Front End Developer
Joe Campbell Wunderman Thompson Senior Front End Developer
Ari Friedgut Wunderman Thompson Front End Developer
Jackie Archer Wunderman Thompson Head of Production
Chloe Marshall Wunderman Thompson Junior Production
Charley Drayton I Touch Myself Project Director
Pat Thrall Freelance Music Composer
Abby Sie Song Zu Sound Designer
Karen Jacobsen N/A The Woman Behind the Voice
Andrew van der Westhuyzen Collider Director
Hugh Carrick-Allan Collider Technical Director
Rachael Ford-Davies Collider Executive Producer
Lucy Pilkington Collider NYC Shoot Producer
Jonathon Pilkington Collider DoP
Charley Drayton I Touch Myself Project Executive Director
Marcia Mason I Touch Myself Project Director
Bernard Drayton I Touch Myself Project Director
Rahni Sadler I Touch Myself Project Ambassador
UTS ProtoSpace UTS ProtoSpace 3D scans

Background

Every day, almost three women under 40 are diagnosed with breast cancer and up to 80% of young women find breast cancer symptoms themselves. Yet it is still not discussed or practiced regularly by enough women to make a difference. The I Touch Myself Project was created to get the subject of breast cancer self-examination on women’s radar. It was formed in honour of celebrated diva Chrissy Amphlett of Divinyls who died from breast cancer in 2012. It was her wish to adapt her global hit song ‘I Touch Myself’ into an anthem for breast health around the world. Our brief was to create a campaign targeting younger women to create awareness of the importance of regular breast self-checks in a way that generated buzz and media coverage.

Describe the strategy

Whilst older women receive mammograms younger women do not. Their only way of finding breast cancer is self-checking. 85% of young women seek health advice online with an increasing reliance on voice assistants. But we discovered that Siri has major gaps in her breast health knowledge. Yet for men’s health, she can tell them how to check their testicles for cancer, even responding to slang like ‘balls’ and ‘nuts’. Gender bias in tech is not only sexist, it’s dangerous, creating barriers to vital health information. Our strategy was to leverage this bias to highlight the missing information and the importance of breast checks to encourage tech giants to make devices more inclusive. Our creative solution was to provide women with the breast health information Siri couldn’t. So we partnered with an influencer like no other – the woman behind the voice of Siri, Karen Jacobsen.

Describe the execution

Given our audience’s media habits, we needed to put breast education onto social media, but had to overcome the platforms’ nipple censorship. So we used 3D mapping technology to create a digital avatar; the first time Siri has had a body, so she could demonstrate breast self-examinations without censorship. We then recorded the responses Siri couldn’t answer to create an instructional breast check video which spread the vital breast health information and sent a powerful message about gender bias. The campaign was covered on national television with an interview with Karen Jacobsen, with the video sent out to influencers and shared across social media. But we didn’t stop there. We discovered that Siri wasn’t the only voice assistant with gaps in her knowledge. So we created an Alexa breast check skill, to ensure that until tech giants make their devices more inclusive, women could still access life-saving breast health information.

List the results

Against our target of driving awareness via earned media coverage: • Launched with a national television on-air interview with Karen Jacobsen ~ 940,000 viewership • Further coverage on Sunrise ~ 440,000 viewership • 50.2K online impressions Although this campaign launched the week the World Health Organisation officially declared Covid-19 a global pandemic, we really value what the campaign has achieved. It is still very much alive, helping spread the message of the importance of breast self-examinations and fighting gender bias in tech. We believe that every extra woman who knows how to check her breasts helps in the fight against breast cancer. Hopefully it will remind even you, or someone you know, to do a breast check.

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