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2015 One Show - Cross-Platform

I Touch Myself Project

Agency JWT / Sydney

Client Cancer Council NSW
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Annual ID

150575A

About the Work

Breast cancer is a serious women’s health issue with high awareness and well-established fundraising initiatives. While most pink campaigns focus on fundraising and treatment, the importance of catching the disease in its early stages has been largely ignored. We needed to inspire younger women to ‘touch themselves’ and have a stronger engagement with their breast health to lower the rates of breast cancer. Our challenge was to change the conversation from a clinical, fear-based message to one of greater control – we needed to speak to young women in a non-preachy, engaging and empowering way, to create an entertaining campaign that young women would own and share. We created the I Touch Myself Project, transforming the Divinyls’ song about female sexuality into an anthem for spreading awareness about the importance of touching yourself for early detection of the disease.