JWT Sydney Launches Second Phase Of 'I Touch Myself' Campaign

Following the success of the “I touch myself” music video produced to raise awareness of breast cancer, JWT Sydney has launched phase two of the campaign with Chrissie Amphlett’s iconic song again at the core of the creative strategy.

The second phase appears across multiple channels with several new TVCs supported by a significant digital outdoor presence plus strong radio, PR and social media elements.  

“The TVC creative is simple but very powerful,” said Simon Langley, Executive Creative Director, JWT Sydney. “Beautifully shot by Oscar-winner Russell Boyd, the black and white imagery of 10 well-known women singing I touch myself is compelling to watch and will send a strong and memorable behavioural change message to Australian women.”

The 2 x 60 sec TVCs (PG and M versions) appear across both paid and free to air TV with digital OOH panels live throughout retail, licensed venues, cafes, sports and universities - across NSW, VIC, QLD, WA, SA* - driving people online to see more bespoke content from the individual artists. 

The OOH links directly to each individual artist’s interview about how they have been touched by breast cancer and the campaign. The interview then changes to the artist’s own rendition of the song.  

The outdoor campaign also features a black and white image of the late Chrissie Amphlett and two simple words “Touch Yourself” superimposed across her body as a further strong reminder to women to be aware of themselves and remind them to be in touch with 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. 

The TVCs and OOH are supported by a comprehensive social media campaign created by JWT; a PR campaign plus a dedicated website - created by SOAP Creative – and radio.

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