Cancer Council NSW: I Touch Myself Project
Cancer Council NSW wanted to significantly increase breast cancer awareness and encourage women to perform regular self-examinations. The client needed a bold, memorable campaign to overcome societal reluctance and taboos around breast health. The challenge was to create an impactful message that resonated deeply, driving early detection and ultimately saving lives.
Creative Idea
Cancer Council NSW repurposed the Divinyls' provocative hit 'I Touch Myself' to urge women to perform breast self-examinations.
Cancer Council NSW turned the Divinyls' hit song "I Touch Myself" into a powerful breast cancer awareness campaign, using the song's provocative lyrics to encourage women to perform self-examinations and detect breast cancer early.
Creative Strategy Deconstructed
Company
The brand possessed the medical authority to issue health directives and the exclusive blessing of Chrissy Amphlett’s estate to repurpose her iconic musical legacy. This allowed them to bridge the gap between clinical advice and provocative pop culture.
Category
The category traditionally relies on clinical, fear-based, or sanitized messaging that avoids any mention of sexuality or pleasure. Most breast cancer PSAs are instructional and sterile, often failing to create an emotional or habitual connection with the audience.
Customer
Women often view self-examinations with clinical detachment or anxiety, seeing it as a frightening chore rather than a positive habit. There was a need to transform a scary medical necessity into a normalized, empowering act of bodily autonomy.
Culture
The passing of rock icon Chrissy Amphlett created a wave of national nostalgia and a desire to honor her legacy. The campaign leveraged the '90s spirit of female empowerment and the collective memory of a song that already celebrated touching one's self.
Company
The brand possessed the medical authority to issue health directives and the exclusive blessing of Chrissy Amphlett’s estate to repurpose her iconic musical legacy. This allowed them to bridge the gap between clinical advice and provocative pop culture.
Category
The category traditionally relies on clinical, fear-based, or sanitized messaging that avoids any mention of sexuality or pleasure. Most breast cancer PSAs are instructional and sterile, often failing to create an emotional or habitual connection with the audience.
Strategy:
Repurpose a provocative anthem of sexual agency into a life-saving ritual of self-care and cultural tribute.
Customer
Women often view self-examinations with clinical detachment or anxiety, seeing it as a frightening chore rather than a positive habit. There was a need to transform a scary medical necessity into a normalized, empowering act of bodily autonomy.
Culture
The passing of rock icon Chrissy Amphlett created a wave of national nostalgia and a desire to honor her legacy. The campaign leveraged the '90s spirit of female empowerment and the collective memory of a song that already celebrated touching one's self.
Strategy:
Repurpose a provocative anthem of sexual agency into a life-saving ritual of self-care and cultural tribute.
Strategy Technique
Attack a Cultural Blind Spot
The campaign boldly confronted societal taboos and reluctance surrounding breast health. It used a provocative song to force a crucial, often avoided, conversation about self-examination.
Explore Technique
Creative Technique
Use a famous song
The campaign leveraged a well-known, provocative song to reframe its meaning. This instantly captured attention and made the sensitive topic memorable and approachable.
Explore Technique
