The One Show
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Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM21_100M
About the Work
Today, 85% of young women seek health advice online with increasing reliance on voice assistants. But when you ask Siri, one of the world’s most famous women, ‘how do I check my breasts?’ or ‘boobs’, she doesn’t know. Yet for men’s health, she can tell them how to check their testicles for cancer, and even responds to slang terms. Gender bias in tech is not only sexist, it’s dangerous, creating barriers to vital health information. The I Touch Myself Project partnered with the original voice of Siri, Karen Jacobsen – whose voice is heard on over a billion devices worldwide – to help. Rather than a name or face, we used her iconic voice to provide young women with the life-saving breast health information they couldn’t access and put pressure on tech companies to make their devices more inclusive.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / Sydney
Client / Brand
I Touch Myself Project / New York
Production Company
Collider / Sydney
Music / Sound Production Company
Song Zu / Sydney
Art Director
Amee Wilson
Chief Creative Officer
Simon Langley
Chief Strategy Officer
Angela Morris
Composer
Pat Thrall
Creative Director
Sinead Roarty
Brie Stewart
Director
Andrew van der Westhuyzen
Director of Photography
Jonathon Pilkington
Editor
Kel Gronow
Executive Producer
Rachael Ford-Davies
Programmer
Sam Cole
Ari Friedgut
Joe Campbell
Writer
James Southey
Ambassador
Rahni Sadler
Engagement Manager
Bronte Rohrig
Head of Production
Jackie Archer
I Touch Myself Project Director
Bernard Drayton
Marcia Mason
I Touch Myself Project Executive Director
Charley Drayton
Partner
Ana Lynch
Technical Director
Hugh Carrick-Allan
Voice Over
Karen Jacobsen
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