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).

Today, 1 in 8 Australian women will develop breast cancer. While most pink campaigns focus on fundraising, the importance of detecting cancer in its early stages has been largely ignored. Cancer Council NSW wanted a campaign that would change behaviour and inspire women to self-examine, as catching the disease early is by far the best route to successful treatment and is proven to increase a woman’s chance of survival. It was also critical that the campaign had cut-through in the cluttered charity space. We created the I Touch Myself Project, transforming her song about female sexuality into an anthem for breast cancer, to once again inspire a generation of women to touch themselves. We brought ten of Australia’s leading female singers together to create a moving music video. International media picked up the campaign within hours of the launch, reaching audiences of 400 million plus.

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.

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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.