JWT Sydney Transforms Chrissy Amphlett’s ‘I Touch Myself’

The brainchild of JWT Sydney, the I Touch Myself Project kicks-off wit ha 2.5 minute music video featuring leading female artists - Olivia Newtorn John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mitchell - In a tender rendition of Chrissy's famous song "I Touch Myself". The Video is available for purchase on iTunes and Google Play with proceeds from its purchase donated to cancer council.

The music video is supported by 2 x 60 second TVCs, radio, digital billboards, a website developed and designed by SOAP Creative - Pr campaign managed by Hill+Knowlton Strategies - and an extensive social media campaign that encourages people to share how they've been touched by breast cancer using the hashtags #itouchmyselfproject or #itouchmyselfie on Twitter, Instagram, Facebook or Google+

"Transforming perception and changing behaviour is what JWT is all about," said Simon Langley, Executive Creative Director, JWT Sydney. "It's a shocking fact that so many Australian women develop breast cancer, so as a tribute to Chrissy we approached her husband and fellow band member, Charley Drayton, with the idea of turning her song 'I touch myself' into a breast cancer anthem to help continue to raise awareness of this disease"

Kathy Chapman, Director of Cancer Programs at Cancer Council NSW said: "We know that by the age of 85, one in eight Australian women will be diagnosed with breast cancer. However, detecting breast cancer early is the most important factor in beating this disease. Through this campaign we are encouraging women to get to know their breasts better, to know what is normal for them and to participate in breast screening if they're in the right age range. At different ages there are various steps women can take to help detect breast cancer early, however at any age if women have any concerns they should contact their doctor."

JWT also worked in partnership with digital agency SOAP Creative, production house, Collider and Hill+Knowlton Strategies, all of whom donated their time and energies to this worthy cause.