Tags: Industry: Healthcare,No ProfitCompany: Advertising CouncilAgency: J. Walter Thompson,J. Walter Thompson SydneyPrize: Asia Pacific Advertising,Cannes Lion PrizeYear: 2013Language: EnglishTopics: Social Marketing
The I Touch Myself Project transforms the late Chrissy Amphlett's song 'I touch myself', about female sexuality into a breast cancer anthem to inspire a generation of women to touch themselves for early cancer detection. Although there was no media budget, the project achieved over $7m in media exposure, and was picked up internationally by media including the Huffington Post, Rolling Stone and Billboard magazines, reaching audiences of over 400 million. (https://www.youtube.com)