The One Show
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Category
Integrated Branding / Public Service Campaign
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.
2015 Awards
Total Points: 5
Merit
Credits
Agency
JWT / Sydney
Production Company
Collider / Sydney
Soap Creative / Sydney
Method Studios / Sydney
Studios 301 / Sydney
Art Director
Alexandra Antoniou
Creative Director
Brad Eldridge
Director
Daniel Askill
Lorin Askill
Joel Pront
Executive Creative Director
Simon Langley
Mark Harricks
Ashadi Hopper
Writer
Sinead Roarty
Sylvianne Heim
Agency Producer
Vicky Ryan
Music / Sound
Chrissy Amphlett
Clive Young
Technical Producer
Mark Fennel
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