JWT says first ‘I Touch Myself’ activity reached 4.2m Aussie women in 48 hours as it launches above the line work
JWT Sydney has followed up the ‘I Touch Myself’ music video produced to raise awareness of breast cancer with a campaign featuring new commercials, a digital outdoor presence and radio, PR and social media elements, claiming the first part reached 4.2m women across social media in 48-hours.
The two 60-second commercials, a PG and an M version, which have been cut from the music video which saw a group of high-profile female singers come together to re-record Chrissy Amphlett’s I Touch Myself, will appear across both pay and free to air TV. They aim to drive viewers to the I touch Myself website which hosts more bespoke content from the individual artists.
Simon Langley, JWT Sydney executive creative director, said: “As an agency we’re incredibly proud to bring such an important issue as breast cancer awareness to the forefront. In the 48 hours after we launched the music video we reached over 4.2 million Australian women via social media and we believe the campaign will go a long way to influencing social change.
“This level of cut through together with the launch of phase two means we are confident of achieving our objectives of continuing to raise awareness of breast cancer and making ‘I touch myself’ an anthem for breast cancer.”
Complementing the ads is a digital outdoor campaign, with digital outdoor panels live throughout a variety of venues across NSW, Victoria, Queensland, Western Australia and South Australia which also drives audiences online.
The outdoor digital campaign links directly to each individual artist’s interview about how they have been touched by breast cancer and the the campaign.
It also features a black and white image of the late Chrissie Amphlett and two simple word ‘Touch Yourself’ superimposed across her body as a reminder to women to be aware of their health.
“We were incredibly lucky to work alongside Sean Izzard, one of Australia’s leading photographers who was responsible for all the still photography and has been instrumental in helping the team create such a visually impactful campaign,” said Langley.
Creative credits:
JWT Sydney
- ECD: Simon Langley & Mark Harricks
- General Manager: Jenny Willits
- Agency Producer: Vicky Ryan
- Senior Art Director: Alexandra Antoniou
- Senior Writers: Sylvianne Heim; Sinead Roarty
- Account Management: Paul Everson; Caroline Ludwell; Monica Tobin; Ali Clemesha
- Executive Planning Director: Angela Morris
- Digital Strategy: Trevor Crossman
- Production Company: Collider
- Directors: Daniel Askill, Lorin Askill & Joel Pront
- Producers: Charity Downing; Rachael Ford-Davies
- DOP: Russel Boyd
- Music Producer: Clive Young
- Sound: Studios 301
- Post House: Method Studios
- Photography: Sean Izzard
SOAP creative
- Creative Partner: Brad Eldridge
- Executive Creative Director – Digital : Ashadi Hopper
- Technology Director: Mark Fennel
- Senior Digital Producer: Charlotte Ludlow
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Great campaign. Great cause.
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