The idea was to celebrate the life of an incredible woman who in 2012 died from breast cancer – Australian rock diva, Chrissy Amphlett of the Divinyls. Her biggest hit was called ‘I Touch Myself’ and touched millions of fans around the globe. Released in December 1990, the single reached number 1 on the Australian charts and Top 5 in the US.
We created the ‘I Touch Myself’ project. Transforming a song about female sexuality into an anthem for breast cancer self-examination, to once again inspire a generation of women to touch themselves.
To execute this idea, we brought ten of Australia’s leading female singers together to create a moving music video. From rock goddesses to indie pop sensations, soul singers to sopranos, the singers harmonise in an almost acapella version of ‘I Touch Myself’. The video features singers from their twenties to late sixties as a reminder that breast cancer affects women of all ages, shapes and lifestyles.
The project was launched to coincide with the anniversary of Chrissy’s death and the video drove women to a content-rich ‘I Touch Myself Project’ website that encourages women to self-examine while listening to their favourite singer’s mix. The music video launched to an audience of 2.2 million on Australia’s top-rating evening current affairs show Sunday Night and quickly became the most shared segment in the show’s history.
