From a TV broadcast perspective, full frontal nudity is against the code of ethics and generally would not get TV airplay. Our sensitive and relevant treatment of our topless breast cancer survivor gave us an approval with an M rating (Recommended for viewing only by persons 15 and over).

We brought ten of Australia’s leading female singers together to create a moving music video. From rock goddesses to indie pop sensations, soul singers to sopranos, the singers harmonise in an almost a cappella version of 'I Touch Myself'. Shot in black and white, the camera gently pans from one woman to the next, all filmed naked from the shoulders up as they sing sections of the song.

The transformation of the song is an amazing story – leveraging our artists' star power through PR and social media was the way to tell it.

From the Deputy Leader of the Opposition to the First Lady of Timor-Leste, a celebrity TV chef to a stand-up comic, women from all facets of life sent messages of support, encouraging women to touch themselves.

International media picked up the campaign within hours, reaching audiences of 400 million+. Over 250,000 Australian women visited the site in the first two weeks.

The greater campaign, including social media, helped the project reach 47% of Australian women. #itouchmyselfproject became a trending topic on Facebook for 2 days. In two weeks, the project achieved over $AUD 7 million in free PR, without a dollar spent on media.