Date: Sep 2018
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Serena Williams is urging women to touch themselves to raise awareness for International Breast Cancer Awareness Month in October.

The 'I touch myself' campaign, conceptualised by J. Walter Thompson Sydney in partnership with Berlei, is a continuation of the broader 'I Touch Myself Project' launched by J. Walter Thompson in 2014.

As part of the campaign, the sporting superstar has recorded a version of the 'I touch myself' song, which will be released on social media as a music video directed by Daniel Askill, the Grammy-nominated director of Sia’s 'Chandelier' video. A 60’ version has also been developed for TV.

The track ‘I touch myself’ was originally recorded by celebrated diva Chrissy Amphlett of The Divinyls, who passed away from breast cancer in 2013. Amphlett wanted to help spread awareness of the importance of early detection of breast cancer and asked that her global hit become an anthem for women’s health around the world.


I Touch Myself 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