Get to know your breasts better : #itouchmyselfproject

By the age of 85, one in eight Australian women will be diagnosed with breast cancer. Detecting breast cancer early is the most important factor in beating this disease. The Cancer Council NSW is 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.

Australian rock legend Chrissy Amphlett, of the infamous 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.

The music video features leading female artists – Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mitchell.

Marking the first anniversary of Chrissy’s passing on 21st April 2014, the campaign asked women to ‘touch themselves’, reminding them to get to know the look and feel of their breasts.

The web experience is designed around the project’s powerful centrepiece, putting content before chrome with a minimalist interface that uses a single colour - a purple sampled from the original Divinyls ‘I Touch Myself’ music video. The site is a unique approach as it is both a breast cancer prevention message and tribute to Chrissy’s legacy. The reimagined I Touch Myself Anthem is available on Spotify, ITunes & Google Play and each artists rendition of the song is available on Soundcloud.

Credits :
Digital Agency Soap Creative
Communications Agency, JWT Sydney