In 2014, the I Touch Myself Project transformed the hit song ‘I Touch Myself’ into a breast health anthem. In 2018, the bra brand Berlei wanted a campaign that would demonstrate their brand promise to support women's breast health as well as their ongoing commitment to Breast Cancer Network Australia. So we did a follow-up like no other – touching over I.25 billion people across 95 countries and increasing the conversation about self-detection by 252%. Despite having never sung professionally before, one of the world’s greatest influencers agreed to front the campaign. With an influence score of 98%, it meant that when Serena Williams sang, women listened: creating the most retweeted post, most talked about campaign on Instagram, and most watched video during International Breast Cancer Awareness Month. By lending her voice to the Project, Serena has become a champion for women’s health, and put self-checking on the global stage.