I Touch Myself Project X Serena Berlei

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In 2014, the I Touch Myself Project transformed the Divinyl’s hit song ‘I Touch Myself’ into a breast health anthem. In 2018, the bra brand Berlei wanted a campaign that would demonstrate their brand promise to support women’s breast health as well as show their ongoing commitment to Breast Cancer Network Australia.

For International Breast Cancer Awareness Month, October 2018, I Touch Myself Project launched an inspiring version of the song starring Serena Williams – touching over one billion people across 95 countries and increasing the conversation about self-detection by 252%. By lending her voice to the Project, Serena has become a champion for women’s health, and put self-checking on the global stage.

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