Serena Williams performs the 'I Touch Myself' anthem for a new breast health campaign.
Serena Williams once again tackles breast health with her performance of 'I Touch Myself' in a new campaign led by Berlei.
The sport superstar and long-term Berlei ambassador will continue her work as a breast cancer advocate in partnership with J. Walter Thompson, as a continuation of the 2014 I Touch Myself Project that reached over 400 million viewers worldwide.
Launched to coincide with International Breast Cancer Awareness Month, Williams' recorded single will be used to remind women to examine their breasts for early signs of breast cancer.
“Getting young women to pay attention to a breast cancer message isn’t easy. But grabbing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport and celebrity," J. Walter Thompson Sydney ECD Simon Langley says.
"And Serena is no ordinary celebrity. She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart.”
The breast cancer awareness anthem, an emotional version of the hit by Divinyls, made waves in 2014 as an advocacy project by Chrissy Amphlett, Australian lead singer of Divinyls who passed away from breast cancer in 2013.
“Every day we are reminded of how precious life is and the lives of those for whom we care strongly. It was Chrissy’s passion for life that continues to bring us together,” Chrissy's husband Charley Drayton said.
“Sharing Chrissy’s breast health and awareness message and having Serena, along with everyone who has graciously contributed to I Touch Myself Project team, has been enormous. Our pledge to Chrissy was to encourage all of us to look after one another and Serena is someone who has been outspoken on the welfare of all.”
To coincide with the campaign, Berlei has released a limited edition snakeskin-print, rock star inspired range.
Named 'The Chrissy,' the range includes a t-shirt bra lined with the words 'I Touch Myself' and a post-surgery bra, designed specifically for those who have undergone breast cancer surgery. 100% of the profits will be donated to Breast Cancer Network Australia (BCNA).
As part of the campaign, Williams will sport The Chrissy t-shirt bra in a range of campaign executions.
Credits
Starring: Serena Williams
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track - I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly, Billy Steinberg & Mark McEntee
Creative and Strategy: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)
Microsite: Mirum Australia
Music Studio: Song Zu Sydney
Production Company: Collider
Executive Producer: Sara Greco - Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz.
Editor: Lorin Askill
Post Production: Hogarth
Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark
Media: OMD Melbourne
Business Director: Kylie Pascoe
Account Director: Camilla Wallace
Account Manager: Jasmine Poole
Public Relations - MINT
Client Services Director: Miranda Bryce
