Cancer Council NSW: CASE STUDY: #itouchmyselfproject

The I Touch Myself Project by JWT Sydney 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.