Host of female artists re-record Divinyls’ I Touch Myself to encourage women to check for breast cancer
A group of high-profile female singers have come together to re-record Chrissy Amphlett’s I Touch Myself in a bid to highlight the need for women to regularly check themselves for breast cancer.
The new campaign for the Cancer Council, through JWT Sydney and Soap Creative, features artists including Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan and Sarah Blasko, who have taken part in the two-and-a-half minute music video re-recording the song from the Aussie vocalist who died from breast cancer on April 21, 2013.
As part of the campaign the charity has made that date I Touch Myself day, to encourage women to check themselves for signs of the disease.
It’s “Divinyls”
Where are Collective Gout when you need them?
Love Chrissy, love the Divinyls and really love the approach of this campaign which shows women of all ages and various races, focusing on the women and not their ‘boobs’.
The follow up bit asking women to touch their breasts and post a pic to social media feels like it was tacked on at the last minute by some enthusiastic ‘guru’ and is completely pointless. And it has the potential to become overtly sexualised and go very wrong, thus negating a lot of the power behind the original message. Not everything needs a selfie hashtag to gain social media traction. Its a trap and you’ve fallen into it.
Let the music video speak for itself. Dump the silly hashtag strategy.
Am I daft? Not seeing where women are being asked to touch their breasts and post a pic? Isn’t the hashtag to propagate the video?
There’s a second video with a call to action for instagram selfies.
I’ve watched the video a few times now – the singing is just beautiful! But I also didn’t pick up on the breast selfie thing @AdGrunt, definitely no mention of it in the YouTube clip. It’s funny though, I showed a colleague the video and commented how moving it is but how it’s lacking a strong enough call to action. The mysterious selfie thing might be the answer had it been more visible.
Nice work Alex! Brilliantly executed.
Well done ladies. It’s such a powerful message. Well done
Excellent idea, and brilliantly executed! Stopped me in my tracks! And hey, in terms of ROI / effectiveness – there’s no financials involved!