I Touch Myself NSW Cancer Council


Today, 1 in 8 Australian women will develop breast cancer. While most pink campaigns focus on fundraising, the importance of detecting cancer in its early stages has been largely ignored. Cancer Council NSW wanted a campaign that would change behaviour and inspire women to self-examine. It was also critical that the campaign had cut-through in the cluttered charity space.

Australian rock diva Chrissy Amphlett (The Divinyls) died of breast cancer in 2013 after a mammogram and ultrasound failed to detect her cancer. ‘I Touch Myself’ was her biggest hit reaching No.1 on the Australian charts. We created the I Touch Myself Project transforming her song into an anthem for spreading awareness about the importance of touching yourself for early detection of breast cancer.

International media picked up the campaign within hours of the launch, reaching audiences of 400 million plus. Over 250,000 Australian women visited the site in the first two weeks of launch with an average unique session time of almost 7 minutes. Critically, over 80% of these visitors got in touch with their breast health through the self examination information and facts section of the website.

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