The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2019 One Show - Social Media

I Touch Myself Project X Serena

Agency J Walter Thompson / Sydney + Berlei / Sydney

Client Berlei
BACK TO RESULTS

Annual ID

OS_SM19036M

About the Work

In 2014, the I Touch Myself Project transformed the Divinyls’ hit song ‘I Touch Myself’ into a breast health anthem to inspire Australian women to self-check. In 2018, the bra brand Berlei wanted a campaign that would demonstrate their brand promise to support women as well as their ongoing commitment to Breast Cancer Network Australia. So we did a follow-up like no other – organically touching over I.25 billion people and increasing the conversation about self-detection by 252%. Despite being out of her ‘comfort zone’, one of the world’s greatest influencers agreed to front the campaign for free. And when Serena Williams sang, women listened: creating the most talked about campaign on Instagram, and the most watched video during International Breast Cancer Awareness Month. By lending her voice to the Project and posting the music video across her socials, Serena has helped put self-checking on the global stage.