From a TV broadcast perspective, full frontal nudity is against the code of ethics and generally would not get TV airplay. Our sensitive and relevant treatment of our topless breast cancer survivor gave us an approval with an M rating (Recommended for viewing only by persons 15 and over).

In April 2013, Australian rock diva Chrissy Amphlett, of the Divinyls, died from breast cancer.

‘I Touch Myself’ was the Divinyls’ biggest hit and touched millions of fans around the globe. Released in December 1990, the single was No. 1 on the charts at home and reached the Top 5 in the US. It is a song that celebrates female sexuality like no other. Like Chrissy, it is bold, brave, and brassy. It rocked our world.

As a tribute, Chrissy’s family and friends, fellow songwriters, Cancer Council NSW and supporters from around the globe came together to make sure Chrissy’s legacy lives on to remind women to be in touch with their bodies, and if something’s not right, see their doctor.

From rock goddesses to indie pop sensations, soul singers to sopranos, the singers harmonise in an almost a cappella version of 'I Touch Myself'. Shot in B&W, the camera gently pans from one woman to the next, all filmed naked from the shoulders up as they sing sections of the song. At the end, the camera pans onto a sensitive reveal of a topless breast cancer survivor who opted, at age 27, to undergo a preventive double mastectomy. A simple and poignant super fades up: Touch Yourself.

We needed to create a campaign that would get attention and generate conversations and visibility in the media that young women actually engage with (fashion, celebrity and music programs and magazines) and would motivate behavior change. We took a well-known song that a generation of young women had identified with, added the power of celebrity and the adoration Australians had for Chrissy Amphlett to deliver a powerful cancer message in the form of a music video. The music video was supported by an integrated campaign consisting of educational, entertaining and behaviour-changing content.

'I Touch Myself' is an adaptation of the Divinyls' 1990 hit song.

Everyone involved worked tirelessly to create this tender rendition of the iconic song. Chrissy’s co-songwriters, Mark McEntee, Tom Kelly, Billy Steinberg and Sony/ATV Music Publishing generously and selflessly allowed the song to be re-recorded as an anthem for women’s health.

The new version was recorded at the infamous Studios 301, Australia’s oldest and largest recording studio. The track was arranged and produced by Clive Young who wrote and recorded many songs with Chrissy over the years.

The ‘I Touch Myself Project’ reinvents her song about female sexuality into an anthem for breast cancer to once again inspire a generation of women to touch themselves. Working with prominent and influential Australians from all walks of life, the #itouchmyselfproject was launched in the lead up to the first anniversary of Chrissy’s death and has grown to become an iconic breast cancer anthem for the Cancer Council.

Breast cancer is the most common cancer among Australian women, and the second leading cause of cancer deaths in women today. Early detection is the best solution, however most breast cancers are found too late as few women regularly perform breast self-exams. Cancer Council NSW wanted a campaign that would inspire women to change their behaviour and encourage them to regularly self-check. We needed to inform and inspire women to touch their breasts for their own health. It was critical the campaign cut through the cluttered charity space and speak to women in a contemporary, empowering and positive way.