A new phase of the ‘I Touch Myself’ campaign leveraging October’s International Breast Cancer Awareness month sees Serena Williams record and release a version of the initiative’s anthem to remind women to examine their breasts for early signs of breast cancer when they are getting dressed each day.
Released as a music video, helmed by Grammy-nominated director Daniel Askill, the campaign is fronted by a 60-second teaser spot developed for television,
This ‘teaser’ was first posted on YouTube on 23 September.
Supported by the full length video of the ‘I Touch Myself’ track – which was originally recorded by diva Chrissy Amphlett of The Divinyls, who passed away from breast cancer in 2013 – which will be released on 30 September.
Serena’s recording is supported by other additional creative executions running across print, outdoor, social,
and a microsite at http://itouchmyself.org/.
To dovetail with the campaign, Berlei released a new, limited-edition snakeskin print rock star inspired range which includes a T-shirt bra lined with the words “I Touch Myself”.
Also available is Post-Surgery Bra, designed for women who have undergone breast cancer surgery.
All of the profits from the range will go to Breast Cancer Network Australia (BCNA).
The campaign was created by a J Walter Thompson Sydney team that included ECD’s Simon Langley and Sinead Roarty, senior creative/art director Alex Antoniou, CSD Ana Lynch, senior strategist Heather Morrison, social strategist Craig Mack, account managers Ellie Sutton and Bronte Rohrig, plus senior producers Amanda Slatyer and Tracey-Lee Permall.
The microsite was created by Mirum Australia, music was by Song Zu Sydney, production was by Collider and post production was handled by Hogarth, with media run by OMD Melbourne and PR by Mint.
“We’ve been thrilled to bring together our long-term Berlei ambassador Serena Williams, and the I Touch Myself Project, uniting for a common purpose and to raise money for Breast Cancer Network Australia,” said Berlie marketing manager Andrea Michelle.
While Simon Langley, ECD at J Walter Thompson Sydney, added: “Serena is a passionate believer in women taking care of themselves and, although she has never recorded a song before, chose to sing this breast health anthem as a powerful reminder of the importance of self-examination.
“Getting young women to pay attention to a breast cancer message isn’t easy. But grabbing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport and celebrity. And Serena is no ordinary celebrity. She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart.
“We’re honoured to have such an advocate for women’s health take part in this important campaign,” Langley continued. “Her inspirational voice and strength of character comes through loud and clear on a multitude of channels, and continues the legacy of the I Touch Myself Project that has already helped so many women get in touch with their breast health,” concluded Langley.
“Every day we are reminded of how precious life is and the lives of those for whom we care strongly. It was Chrissy’s passion for life that continues to bring us together,” commented Chrissy’s husband Charley Drayton.
“Sharing Chrissy’s breast health and awareness message and having Serena, along with everyone who has graciously contributed to I Touch Myself Project team, has been enormous. Our pledge to Chrissy was to encourage all of us to look after one another and Serena is someone who has been outspoken on the welfare of all.”
Comment:
For Williams, a long-time Berlei brand ambassador, this is her first foray into recorded singing.
The tennis superstar’s emotional version follows in the footsteps of Amphlett who recorded the song to help spread awareness of the importance of early detection of breast cancer and asked that her global hit become an anthem for women’s health around the world.
This latest Williams fronted creative continues the ‘I Touch Myself’ project originally conceptualised by J Walter Thompson Sydney in partnership with Berlei back in 2014.
The campaign folows hot on the heels of Berlie’s simultaneous sports bra campaign called ‘Play There Own Game’. (see case study).
Links:
I Touch Myself
https://twitter.com/itouchmyselforg
https://www.facebook.com/itouchmyselfproject/
https://www.youtube.com/channel/UCu1t61EPQw8aFOqrBRFJAMA
Berlei
JWT Sydney
