I Touch Myself Project
Award: Wood Pencil
Wood Pencil / Integrated & Innovative Media / Integrated / 2015
In April 2013, Australian rock diva Chrissy Amphlett died from breast cancer. Best known as the charismatic vocalist of Divinyls, Chrissy's biggest hit was the 1990 single I Touch Myself, a paean to female sexuality loved by millions around the globe. On the first anniversary of Chrissy's death, JWT Sydney teamed with Cancer Council New South Wales to launch the I Touch Myself Project. Ten of Australia's leading female artists, from rock goddesses to indie pop sensations, soul singers to sopranos, came together to transform Chrissy's song into a stirring anthem meant to inspire young women to touch themselves to check for breast cancer. A powerful music video featuring each of the singers, including Deborah Conway, Suze DeMarchi and Olivia Newton-John, was backed by an interactive website, digital posters and a social media campaign. The project reached over 400 million people globally. More importantly, it helped save lives, with over 40% of the young women who visited the website performing their first self-examination.
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