Almost one year ago, rock legend Chrissy Amphlett, of the infamous Australian band The Divinyls, passed away following her battle with breast cancer at the age of 53. Chrissy was passionate about spreading awareness around the importance of early detection of breast cancer and wanted her song I Touch Myself to become an anthem for women’s health around the world. As a result, the I Touch Myself Project was born – a powerful breast cancer awareness campaign which asks Australian women to ‘touch themselves’, reminding them to get to know the look and feel of their breasts. The campaign was partnered with the Cancer Council NSW and advertising agency JWT who produced a remastered version of I Touch Myself. H+K Strategies Australia was commissioned to develop the strategic National PR strategy around the campaign’s launch.
The music video and I Touch Myself single features ten of Australia’s top female artists – Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mitchell – singing an emotional rendition of Chrissie’s original hit. The selected talent are equally as passionate as Chrissy to raise breast cancer awareness, knowing close family members or friends affected by the disease, and in the case of Olivia Newton John, having overcome breast cancer themselves.
Through the combined support of the female vocalists and celebrity ambassadors including Deputy Opposition Leader Tanya Plibersek, celebrity chef Kylie Kwong, and the story of featured young breast cancer survivor Sali Stevanja, the video struck the hearts of many Australians. Within hours of its release, the campaign became a media and social media circuit-breaker, building awareness and momentum ahead of the inaugural I Touch Myself day 21st April 2014 (the first anniversary of Chrissie’s passing).
We achieved more than 330 media clippings across local and international media and featured on all major Australian television networks – news and long form current affair programs. In the first 12 hours, The I Touch Myself project received a mention every 15 minutes across Australian broadcast media.
The video launched to an audience of 2.2 million on Australia’s top rating evening current affairs show Sunday Night. International media picked up on the campaign within hours of the launch, reaching audiences of 100 million plus at The Daily Mail UK, Huffington Post, Yahoo!Shine, Billboard and Fast Company.
Top-rating prime time news and current affairs program The Project, ran a 5 minute plus news feature covering the campaign and breast cancer in Australia. Anecdotally one of the longest segments ever produced by the program.
Overall, we generated media coverage worth more than $AUD 7,332,432 in PR Value