Phase two of the JWT Sydney breast cancer awareness campaign built around the song that Chrisse Amphlett donated, has launched.
“I touch myself,” is a powerful invitation. And I Touch Myself is a powerful campaign. When all the razzle-dazzle is taken away and what remains has a haunting beauty, you take note of the message it’s telling.
“Beautifully shot by Oscar-winner Russell Boyd, the black and white imagery of 10 well-known women singing I touch myself is compelling to watch and will send a strong and memorable behavioural change message to Australian women,” Simon Langley, executive creative director, JWT Sydney.
The 2 x 60 second TVCs (PG and M versions) appear across both paid and free to air TV with digital OOH panels live throughout retail, licensed venues, cafes, sports and universities in NSW, VIC, QLD, WA, SA – driving people online to see more bespoke content from the individual artists.
The OOH links directly to each individual artist’s interview about how they have been touched by breast cancer and the campaign. The interview then changes to the artist’s own rendition of the song. The outdoor campaign also features a black and white image of the late Chrissie Amphlett and two simple words “Touch Yourself” superimposed across her body.
Langley reported that the 2.5 minute launch video had already achieved nearly 260,000 hits on YouTube and the campaign had also received support from influencers including Pink, Russell Crowe, Danni Minogue and the First Lady of Timor who all shared their own breast cancer experiences and the video link on Twitter and Tumblr. Thousands have also downloaded the video via iTunes and Spotify from countries throughout the world including the USA, UK, Netherlands, Ireland, Canada, Malta, Germany, Switzerland, Italy, Philippines, Mexico, New Zealand, Hong Kong, Japan and Spain.
“As an agency we’re incredibly proud to bring such an important issue as breast cancer awareness to the forefront. In the 48 hours after we launched the music video we reached over 4.2 million Australian women via social media and we believe the campaign will go a long way to influencing social change.
“This level of cut-through together with the launch of phase two means we are confident of achieving our objectives of continuing to raise awareness of breast cancer and making ‘I touch myself’ an anthem for breast cancer,” Langley concluded.
Creative agency: JWT Sydney
Executive creative directors: Simon Langley & Mark Harricks
Agency producer: Vicky Ryan
Senior art director: Alexandra Antoniou
Senior writers: Sylvianne Heim; Sinead Roarty
Photography: Sean Izzard
Production Company: Collider
Directors: Daniel Askill, Lorin Askill & Joel Pront
Producers: Charity Downing; Rachael Ford-Davies
DOP: Russel Boyd
Music producer: Clive Young
Sound: Studios 301
Post production: Method Studios
SOAP creative
Creative partner: Brad Eldridge
Executive creative director – Digital : Ashadi Hopper
Technology director: Mark Fennel
Senior digital producer: Charlotte Ludlow
