JWT says first ‘I Touch Myself’ activity reached 4.2m Aussie women in 48 hours as it launches above the line work

JWT Sydney has followed up the ‘I Touch Myself’ music video produced to raise awareness of breast cancer with a campaign featuring new commercials, a digital outdoor presence and radio, PR and social media elements, claiming the first part reached 4.2m women across social media in 48-hours.

The two 60-second commercials, a PG and an M version, which have been cut from the music video which saw a group of high-profile female singers come together to re-record Chrissy Amphlett’s I Touch Myself, will appear across both pay and free to air TV. They aim to drive viewers to the I touch Myself website which hosts more bespoke content from the individual artists.

Simon Langley, JWT Sydney executive creative director, said: “As an agency we’re incredibly proud to bring such an important issue as breast cancer awareness to the forefront. In the 48 hours after we launched the music video we reached over 4.2 million Australian women via social media and we believe the campaign will go a long way to influencing social change.