The "I Touch Myself" campaign

The "I Touch Myself" campaign, launched in 2014, is a breast cancer awareness initiative that transformed the Australian rock classic hit song 'I Touch Myself' by the Divinyls', into an anthem for early breast cancer detection.

Tennis star Serena Williams went on to release a version of the song as part of a Breast Cancer Network Australia initiative, to remind women to check their breasts regularly.

I created the look and feel and typography for the campaign, and rolled out a series of OOH placements, website assets and social media posts.