Sydney: May 1, 2014: 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 - www.itouchmyself.org created by SOAP Creative – and radio.
Commenting on the success of the 2.5 minute music video launched mid-April, Langley said there had already been nearly 260,000 hits on YouTube and the campaign had also received support from influencers including Pink, Russell Crowe, Danni Minogue and the First Lady of Timor who all took to twitter and tumblr to share their breast cancer experiences and the music video link. Thousands have also downloaded the video via iTunes and Spotify from countries across the globe including the USA, UK, Netherlands, Ireland, Canada, Malta, Germany, Switzerland, Italy, Philippines, Mexico, New Zealand, Hong Kong, Japan and Spain.
“As an agency we’re incredibly proud to bring such an important issue as breast cancer awareness to the forefront,” said Langley. “In the 48 hours after we launched the music video we reached over 4.2 million Australian women via social media and we believe the campaign will go a long way to influencing social change.
“This level of cut through together with the launch of phase two means we are confident of achieving our objectives of continuing to raise awareness of breast cancer and making ‘I touch myself’ an anthem for breast cancer,” he continued.
The music video can be viewed here.
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
Creative Partner: Brad Eldridge
Executive Creative Director - Digital : Ashadi Hopper
Technology Director: Mark Fennel
Senior Digital Producer: Charlotte Ludlow
JWT is part of STW, Australasia’s leading marketing content and communications group.