Chrissy Amphlett’s I Touch Myself caused a ruckus when it hit radio playlists in 1990. The tut-tuts of namby-pambies helped it to soar to fifth place on the Billboard Hot 100. It also reached the top of the Australian chart.
It’s an obvious anthem for breast cancer awareness. It took JWT Sydney, Cancer Council and Chrissy Amphlett’s friend to make it happen.
The I Touch Myself Project launches on the first anniversary of Amphlett’s death, April 21. kicks-off with a 2.5 minute music video remake of the song, featuring leading female artists – Olivia Newton John n, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate C Ceberano, Little Pattie and Connie Mitchell. The video is being sold on iTunes and Google Play with proceeds from its purchase donated to Cancer Council.
The music video is supported by 2 x 60 second TVCs, radio, digital billboards, a website developed and designed by SOAP Creative, a PR campaign managed by Hill+Knowlton Strategies and a social media campaign that encourages people to share how they’ve been toucched by breast cancer using the hashtags #itouchmyselfprroject or #itouchmyselfie on Twitter, Instagram, Facebbook & Google+.
“Transforming perception and chan nging behaviour is what JWT is all about,” said Simon L Langley, executive creative director, JWT Sydney. “It’s a shockiing fact that so many Australian women develop breast cancer, so as a tribute to Chrissy we approached her husband and fellow band member, Charley Drayton, with the idea of turning her song, I Touch Myself, into a breast cancer anthem to help continue to raise awareness of this disease.
“When Chrissy sang I Touch Myself, you couldn’t help but listen. Now the I Touch Mysellf Project makes sure her voice is heard loud and clear for a d different reason, for breast cancer prevention.
Women can show how they’ve been touched by using the hashtags and posting a message or selfie about their own breast cancer experience or leaave a message of support for someone they know wh ho has been touched by breast cancer,” Langley added.
“We hope the campaign will becom e a media and social media phenomena creating a movement that comes together on the 21st of April every year to raise awareness of breast cancer. We’re incredibly proud as an agency to bring such an n important issue as breast cancer awareness to the forefront and we are honoured to work with so many wo onderful singers and in particular Chrissy’s family and friends to continue her legacy.
Creative credits:
JWT Sydney
executive creative director: Simon Langley & Mark Harricks
Agency producer: Vicky Ryan
Senior art director: Alexandra Antoniou
Senior writers: Sylvianne Heim; Sinead Roarty
TV production: Tommie McSweeney
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
