Client: Cancer Council NSW

Project: I Touch Myself

Insight: 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 inspire women to self-examine and catch the disease early.

Last year, Australian rock diva Chrissy Amphlett, of the Divinyls, died from breast cancer. In a final interview, Chrissy said her infamous song ‘I Touch Myself’ should be the breast cancer song.


The Project: The ‘I Touch Myself Project’ reinvents her song about female sexuality into an anthem for breast cancer to once again inspire a generation of women to touch themselves. Working with prominent and influential Australians from all walks of life, the #itouchmyselfproject was launched in the lead up to the anniversary of Chrissy’s death and has grown to become an iconic breast cancer anthem for the Cancer Council.

Soap worked in partnership with  JWT, Collider and Hill+Knowlton.
Directors: Daniel Askill, Lorin Askill & Joel Pront

View Project


  • 47% of Australian women saw the video in 2 weeks

  • Over 250,000 Australian women visited the site in the first 2 weeks

  • 80% changed behaviour through the self-examination section of the site
  • Over $4.3 Million in free PR

  • Top trending topic on Facebook for 2 days

  • 2x Bronze 1x Silver Cannes Lions

  • The campaign was subject to neuro-analyses by the highly respected team at Neuro Insight