A breast cancer awareness campaign featuring the late Chrissy Amphlett’s “I Touch Myself” performed by an all-star Aussie cast has won a major U.S award.
The #itouchmyselfproject, commissioned by Cancer Council NSW and created by Soap Creative, has taken out the Gold Award for Public Service campaign at the Interactive Advertising Bureau's (IAB) 10th annual MIXX Awards in New York.
The campaign launched in April with a reworking of the iconic song by 10 of Australia’s best-known female artists, including breast cancer survivor Olivia Newton-John, ARIA female artist of the year winners Sarah Blasko and Megan Washington, Baby Animals singer Suze DeMarchi, and ARIA Hall of Fame inductee Little Pattie, who is Amphlett’s cousin.
“I Touch Myself” was originally a hit in the early '90s for alternative rock outfit the Divinyls, whose impressive lead singer Amphlett died from breast cancer at the age of 53 in April 2013. A mammogram and ultrasound failed to initially detect the disease. It was only when she self-examined that she returned to the doctor to insist on a biopsy, which in 2010 revealed the cancer.
The campaign and its powerful black and white clip can be seen here http://itouchmyself.org
The U.S. accolade is the latest in a growing list of honors for the moving Australian campaign. It took out silver in the Branded Content and Entertainment category at the Cannes Lions International Festival of Creativity in June, and won the prestigious platinum award at the fourth annual SABRE Awards in Beijing in September, a gala which recognizes the best agencies across the Asia-Pacific region.
“I Touch Myself” became an international hit in 1991 when it reached No. 4 on the Billboard Hot 100, No. 10 in the U.K. and No. 1 in Australia, and had radio programmers around the world pondering whether the song was too naughty to spin (Amphlett wrote the work with Mark McEntee, Billy Steinberg and Tom Kelly).